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 —…
The evidence is in – segmented emails work better. A recent HubSpot article by Pamela Vaughn does a great job of detailing WHY segmentation is so important, and she cites data from Lyris and HubSpot showing that companies segmenting their email efforts experience higher open rates, lower unsubscribe rates and higher revenue from email efforts….
Often I’m asked if attitudinal audience segmentation can benefit B-to-B companies as well. While B-to-B projects carry some unique challenges compared to B-to-C initiatives — finding enough respondents can be tricky, and often they can’t be incented to provide their feedback, for example — I’ve conducted some fascinating B-to-B projects. As an example I can…
I’m a big fan of “The Good Wife” and the other day was watching a episode in which a key character was discussing his political campaign with his campaign manager and pollster. In an attempt to increase his youth support, the team decides to utilize the candidate’s previous jail term to appeal to this market….
I hope you enjoy the presentation on quantitative attitudinal audience segmentation research I gave this week at the BOLO 2010 conference. It’s on Prezi, which is a new technology for me but I’m very happy with the flexibility and visual interest it provides. I’ll post more on my thoughts about the conference and what I…