A quick primer on segmentation as a marketing tool. Segmentation sits right at the heart of a consumer centric organization and a deep , well-executed scheme can transform the entire organization. Snappy , media-friendly labels like "Peppy Penny" or "Thrifty Tulsi" or "Macho Mike" are fun but have also served to trivialise the deep impact on innovation and value-build that true segmentation can have.

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What one needs to bring to MR is a dose of good old-
fashioned realism.The market researcher can’t tell the
marketer his business. She can only sharpen his decision-
making. The decision is to be taken by the marketer not
by the data.
The data can be used as the apocryphal man in control of
his faculties uses a lamppost- for illumination; or as a
drunk uses it- for support.
The data is there to guide, to illuminate and to inform.
And this may mean at times giving precedence to the
marketer’s subliminal impulses of ignoring apparent
directions thrown up by data.

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raison d'être

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DICHOTOMIZETOTARGET

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जब गुण को गाहक मिले, तब गुण लाख
मबका,
जब गुण को गाहक नह ीं, तब कौड बदले जाई ।
Short Answer : NO !

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10. Account based Marketing
Segments of One
Digital Consumer Personas
Silvers, Boomers , Millennials…
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Short Answer : NO !

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Geographic

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Demographic

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PsychographicAIO

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Multivariate

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18. Straight cuts
Cross-tab
Sequential Dichotomization
Multi –Variate clustering
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..In Practice

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Either you have unwieldy
Demographic/Usage micro-
segmentations which
basically sequentially
dichotomize…or you have
‘ nice-to- name’ 4-6 segment
solutions for which you need
not have spent months and
moolah!

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Of a good Segmentation Scheme

21. Sizeas relevant for the category and brand
Homogenous within , heterogeneous without
Complete the STP* cycle
* Segmentation ,Targeting, Positioning
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23. MuderChiba Interpreting Market Research Evidence – Smith and Fletcher

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