Live from #TMRE14: The Culture Shift of Segmentation
Rob Barrish, SVP at GfK, LeAnn DeHoff, Senior Manager, Consumer Insights & Competitive Intel at ADT Security Services.
Focus was critical for this collaboration, segmentation program wass widely embraced by ADT. They focused on a framework based on Maslow's hierachy of needs, connecting needs-based segments which they studied via digital ethnographies. They made sure to prioritize segments so that they were spending time and focus on those key categories and size them.
One typing tool may not fit all needs. Be prepared for multiple.
ADT employed a four stage process for activation:
Immersion
Prioritization
Activation
Socialization
Think strategically:
Have a framework to guide strategy planning
integrate the segmentation into all the research
Deeper dives among the segments with our online community
Segmentation is so much more than a project, it can change the way you do business.
Enlist a cross-functional team
Take the time to do the early stage exploration
Really build a solid strategy to value segments and size those markets and opportunities
ABOUT THE AUTHOR
Formerly a senior copy editor at Thomson Reuters, a research editor at AOL, and a senior web publicist at Hachette Book Group, Valerie M. Russo is editor at large of The Front End of Innovation Blog, The Market Research Event Blog, The World Future Trends Tumblr, the Digital Impact Blog, and also blogs at Literanista.net. She is the innovation lead and senior social media strategist for the Marketing and Business Strategy Division of the Institute for International Research, an Informa LLC., and her poetry was published in Regrets Only on sale at the MOMA Gift Shop. Her background is in Anthropology and English Literature. You can reach her at vrusso@iirusa.com or @Literanista.
