Why Segmentation Studies Fail And How to Do Them Right!
In order to learn about the state of customer segmentation research, GfK Custom Research North America talked to marketing and research directors in a variety of industries. We uncovered what was working, what was not, and heard a lot of disappointment and frustration with segmentation studies, including the lack of actionability in the results.
Results were not living up to expectations, and segmentation was getting a bad reputation.
In this paper, we share our learning from this effort and identify the root cause for this failure and the contributing elements. We also outline a three-phase process that avoids these pitfalls and results in segmentation that gets used. This process is the basis for our successful Strategic Segmentation product.
