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…
This week I’m privileged to be presenting a session on the importance of true attitudinal audience segmentation research to digital agencies at the BOLO 2010 Conference. I am also proud to be regular contributor to AgencySide, the organization that presents the annual BOLO conference and a terrific resource for agencies “going digital”. My posts for…
This is one of a series of posts about a real-life attitudinal audience segmentation project. See other posts in this series. One of the biggest challenges I find companies have with market research is how to make it actionable. The fact is, you can have a lot of great data about your customers and prospects…
This is one of a series of posts about a real-life attitudinal audience segmentation project. See other posts in this series. Now we get to the fun part. They survey’s been fielded and the data’s in — now it’s time to get the stats involved and see what segments the data gives us. This is…