Prospective clients for our audience segmentation research often ask how many segments they’ll have, and if we know ahead of time what defines them. We don’t. We don’t know what characteristics will define your audience segments, what’s going to be important in the segmentation and what isn’t, or even how many segments we’ll find. That…
As you might imagine, the majority of the research we do for clients never sees the light of day beyond their doors. Typically it’s behind the scenes, driving better marketing strategy — so you may experience the benefits of the work without ever knowing the data behind what you see. However, occasionally a client chooses…
I got a great question from a prospective client today: “Our brand has a voice and a message we’re very passionate about. After doing this research into our audience segments, are you going to tell us we have to change that?” My answer? Nope. We don’t tell you go do ANYTHING. What we WILL tell…
Running a small business isn’t easy, and finding ways to improve your product or service to meet your customers’ needs is a never-ending process. For Audience Audit, sometimes the answer has come from great clients willing to help us develop great solutions. Sometimes it’s from terrific providers who help us with things we don’t do…
Many of our clients follow up our attitudinal segmentation findings by crafting personas for their clients, summarizing the segments we have identified in the research. While personas can be a terrific tool for disseminating valuable information about your audiences throughout an organization, putting a face on attitudinal segments can do more harm than good. Personas…
A few of my friends are putting together a fascinating new piece of research called The Social Habit, providing a wide range of insights into how consumers use social media. I’m really jazzed about their work, for a number of reasons. 1. Hero Worship Look, let’s just get this out of the way first —…