1. BRIEF SEGMENTATION GUIDE
Duncan Stark
Business Development Consultant
+44 (0) 208 433 4243
duncan.stark@kantarmedia.com
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2. OUR APPROACH
&
TIPS FOR SUCCESS
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3. OUR APPROACH
TWO AREAS OF EXPERTISE
TGI Originating
Segmentation
Linking Existing
Segmentation to TGI
Strategic
(eg new markets)
Multiple Applications
(eg comms, npd)
Typically Financial
Services, Leisure,
Travel
Typically FMCG,
Telcos, Electronics,
Pharma, Govt
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4. OUR APPROACH – TGI ORIGINATING SEGMENTATION
PRIOR TO BEGINNING…
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Establish objectives of the segmentation
Establish the desired segmentation criteria („themes‟)
Establish feasibility: are TGI statements likely to provide relevant discrimination?
Build on existing knowledge…
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5. PRIOR TO BEGINNING THE SEGMENTATION….
….MUST ENSURE BUY-IN FROM KEY STAKEHOLDERS
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6. PRIOR TO BEGINNING THE SEGMENTATION….
….THE UNIVERSE MUST BE CONSIDERED CAREFULLY
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7. OUR APPROACH
TYPICAL WORKFLOW
Discovery Phase
Conduct audit of existing data sources including TGI to identify key themes and areas to explore
Identification of the main criteria of Segmentation
Then select the most appropriate Input Variables (IVs) from TGI to reflect these criteria
Summarise these variables in workable Dimensions (Factor Analysis)
Groups the IVs in a robust and reliable way, potentially allowing new themes to be uncovered
Run the Segmentation (Cluster Analysis)
Partitions the market into a number of different segments, each has specific attitudinal and behavioural
characteristics that will distinguish them from the rest. Each group will however be statistically similar in
internal make-up, enabling tailored targeting
Create detailed Profiles of resulting segments
Using the breadth of TGI data to deliver in-depth profiles of identified target segments.
This is highly insightful, reliable and actionable (given the common language that TGI is to creative
agencies and media planners)
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8. OUR APPROACH
ONCE THE SEGMENTS HAVE BEEN PROFILED
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Communication of the results to inspire and generate actions
Keep the research agency involved even post-delivery
Regular updating
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9. ONCE THE SEGMENTS HAVE BEEN PROFILED….
….THE SIGNIFICANCE OF NAMING SEGMENTS
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10. SUCCESS
WHAT DOES SUCCESS LOOK LIKE?
Success is when people are
using the segmentation; when
actions are driven by what
you‟ve learned; when your
people are using the names of
the segments all the time; and
media buys are orchestrated
by the segments
Success is seeing it integrated into
everyday decision-making and
strategy
There are of course the „bread and butter‟ rules of
segmentation. To make them: intuitively correct,
replicable, identifiable, differentiated propositions,
meaningful from a targetting perspective
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11. FAILURE
WHAT DOES FAILURE LOOK LIKE?
If I didn‟t do anything to
build consumer empathy, I
would feel like I failed
Misunderstanding of the
limitations; the
segmentation is not always
the answer to questions, in
particular when the
question behind them is
different
When it sits on a shelf and
people go about their business
as usual
Something that look like an expensive
academic exercise; inaction, no one
does anything with it
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12. LINKING EXISTING SEGMENTATION TO TGI
OUR PREFERRED APPROACH
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Identify TGI variables to add to /
harmonise with the ad hoc survey
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Discriminant analysis identifies
a) which variables best classify TGI
respondents into client segments and
b) a mathematical model to compute
“best fit”
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This model or algorithm is applied at a
respondent level (i.e. line by line) with
every respondent being allocated to the
best fit segment
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A customised TGI database is created
with the segments appended
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13. TURNING OUTPUTS INTO ACTION
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14. TURNING OUTPUTS INTO ACTION
A RANGE OF OUTPUT FORMATS
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15. TURNING OUTPUTS INTO ACTION
EMBEDDING THE SEGMENTATION TO ENSURE SUCCESS
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Reanimation Workshop
Golden Questions / Intranet Modules
Inspiring creative materials (top-trumps, voxpops, etc)
Provision of Database (linked to TGI)
“I feel I now really understand
who our segments are as people”
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16. REANIMATION WORKSHOP
BRINGING DATA TO LIFE
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Conventional presentations are helpful but have limitations
Reanimation workshop attempts to bring the research to life
• Live session involving all key stakeholders
• Engaging for non-researchers
• „On the fly‟ analysis via TGI database allows hypotheses to be tested
but ensures that researchers remain in control
• Minimises stereotyping
• Handouts, stimulus material (eg swag bags, mood boards) used to
inspire and make more memorable
• Fun and engaging way to digest results and drive the insight through
the organisation
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