How the Experts Deliver Successful Market Segmentation Studies

We all know that, in broad, simple terms, marketing segmentation involves subdividing markets, channels or customers into groups with like, similar or shared characteristics; in order to deliver tailored solutions that resonate with each group.

Those who utilize segmentation—consumer-focused companies and the business-to-business industry—also recognize the value of this research method. Segmentation studies can help them:

• Focus product development, merchandising and communications.

• Direct and support both strategic and tactical business decisions.

• Assign and justify capital expenditures, personnel and resources.

Given the value of segmentation studies, it’s no surprise that they have become a fundamental element of marketing programs. But what is surprising, and alarming to those who invest in them, is that nearly 50% of segmentation projects are deemed failures.

They fail for many reasons, but two dominate: a lack of critical up-front work, and not making the results usable within the organization.

If your business wants to maximize the chances of a successful segmentation study, it pays to engage those who excel at eliminating the two most common causes of failures, and other causes.

Smith-Dahmer Associates offers that expertise.

We have devoted 17 years to harnessing and humanizing the power of segmentation. We have a proven track record of segmentation success stories; to view just one, go to La-Z-Boy Case Study.

The fact is, we have pioneered segmentation studies so unique and effective that the Corporate Executive Board, the global executive organization that identified the causes of study failures, named SDA as one of six U.S. firms producing “actionable segmentation studies.”

How do we capture and translate research findings into practical insights and actionable steps—addressing the two main causes of segmentation failures?

Through our proven processes of involvement and embedment.  

Whatever the type of segmentation—attitudinal, demographics, psychographics, or a combination—SDA experts go beyond the typical questions, above the regular thinking, deeper than standard probing. And, in all cases, our conclusions are validated by a sound quantitative analysis.

We invite you to learn more about our depth and dimension, to discover SDA: the full service, custom marketing research firm whose experience and expertise, tools and techniques, passion and people are committed to the power of segmentation.

To learn more about SDA, contact us or go to our home page.