This is one of a series of posts about a real-life attitudinal audience segmentation project. See other posts in this series. Once the research plan detailing who you’re going to survey and what you need to ask them has been finalized, the next step is development of the survey itself. Before I go further, let…
This is one of a series of posts about a real-life attitudinal audience segmentation project. See other posts in this series. This project was undertaken for a small faith-based university in the midwest (I’ll call them “SCU” – Small Christian U – for the purposes of this discussion). The university offers undergraduate, graduate, adult professional…
This is one of a series of posts about a real-life attitudinal audience segmentation project. See other posts in this series. I’m a marketing strategist. I’ve spent the last 25 years (gack!) learning (and then helping other organizations learn) how to get the right message to the right people in order to get those people…
I am amazed at how many companies have fallen into the habit of regularly insulting their customers. If I pointed them out, I GUARANTEE that each and every one of them would strenuously object to this accusation, claiming (and, in all likelihood, truly believing) that each and every customer they have is of the utmost…
USA TODAY has a fascinating article today about a new USA TODAY/Gallup Poll looking at the President’s approval rating and how he’s faring in public opinion. AMAZING! It’s attitudinal audience segmentation for the President of the United States! I’ve conducted audience segmentation for big companies, small companies, business-to-business, business-to-consumer, government and even a faith-based university….
I am currently finishing up an audience segmentation project for a large multi-channel retailer. As usual, we’re trying to identify the key motivations for their various customer groups. I was surprised to hear from my client contact that, when pursuing such a project was discussed in a team meeting, one of the team members was…