Today Infusionsoft published their 2014 Small Business Market Survey, based on research conducted by Yours Truly. Their post and the full report share a wealth of insights, which I encourage you to check out. But I’d like to talk about WHY they did the research they did and WHY it’s different. Infusionsoft serves small businesses…
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…
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….