Marketing Research Strategies Segmentation and Personas

What We Do

Segmentation & Personas

How is your market composed?

This phase goes beyond assessing the market and involves in-depth exploration and segmentation of the customers who comprise it - - who are they, what are their needs, desires and aspirations, what motivates them, what are their fears, barriers or concerns, how they do purchase/acquire the product or service, how do they use it, how do they perceive the category and the brands serving it?

The answers to these questions can help set the direction for how you potentially design products and services to best meet customer needs, how you reach these customers, how you talk to them and how you service them.

This segmentation research and persona development is ideally served with a hybrid qualitative + quantitative approach. This process produces powerful, embodied results.

  1. Qualitative research typically involves depth probing and/or ethnographic methods that absorb us into the “day in the life” of your defined customers. It is also the place where we develop rich content for input as we design the quantitative survey, in the actual words of customers
  2. Quantitative research then segments the market and assesses the potential for each. The resulting profiles are rich and deep, allowing you to determine which segments are primary, secondary or tertiary for targeting purposes.
  3. The results from both phases are then blended as we now personify these segments and bring them to life as actual people who we previously met and traveled with. We have faces and names and audio/video of them speaking in their own words. Powerful stuff.

Hypothetical Segment Summary:

Marketing Research Strategies Segmentation and Personas segment summary social mobiles

Hypothetical Persona Summary:

Marketing Research Strategies persona summary Claire

“My phone is how I connect to my circle, it’s an extension of who I am. I can easily share my life with my friends and family and feel connected at all times.”

This is Claire, she’s a “Social Mobile”

26 years old | Web designer | Gets a new phone every year | Socially connected

Marketing Research Strategies green check mark I could not live without my cell phone
Marketing Research Strategies green check mark My cell phone is important to my social life
Marketing Research Strategies red x My cell phone is more of a business tool than a way to stay in touch with family and friends
Marketing Research Strategies green check mark My phone is the main way I stay connected to my circle
Marketing Research Strategies red x Cell phones are only for practical purposes
Marketing Research Strategies green check mark I rely on technology for entertainment
Marketing Research Strategies green check mark I don’t mind spending more to have the latest technology