Dynamic and rollable segmentation

 

Simple segmentations don't cut it any more!

 

Markets are complex and so is human decision making. Real differences cannot be seen in simple segmentations.

 

We build multi-tiered segmentations that roll up to a smaller number of larger segments, and then roll down to a higher number of smaller segments to reveal true differences between how consumers behave between segments.

 

Our segmentation solutions are constructed so that all tiers are interconnected simultaneously, so it is easy to detect segment migration over time and to 'tune' the segments when needed.

 

Choice models and structural models

 

Unlike traditional research, choice experiments/models capture real choices in real markets. They do this by asking consumers to choose their most preferred option from a set of alternatives, rather than to rate it. This overall preferred choice outcome more accurately reflects the way people make choices in complex markets. 

 

Structural equation models (SEMs) complement choice models because they reveal the factors that operate in a decision process.

 

For example, when looking for a laptop, the screen size and battery life are important to consumers, but we also need to know the factor order in the decision hierarchy: is it screen size first and then battery life as in the case of a creative designer, or is it batter life followed by screen size as in the case of a frequent flyer?