Market segmentation is about grouping customers and prospects into homogeneous groups large enough to target profitably. It's straightforward enough, but doing it right is extremely challenging. It's part art and part science, and is challenging in both ways – requiring the deep methodological expertise necessary to find just the right segments, and the analytical and storytelling skills required to paint a compelling marketing picture. These are core skills at Ziment, and SEGZ draws on both of them to produce powerful results for your brand.
Your new product may not be the first entrant into the market, or you may be establishing a new positioning. Sometimes you don’t have the resources for an all out marketing blitz and need to figure out how to stretch your promotional dollars. In order to succeed you will need to target more efficiently through an increased understanding of the marketplace and its segments.
Stage 1 uses extensive qualitative research to help you understand the attitudes and behaviors that drive meaningful differences in the marketplace. SEGZ qual is different because it is aimed at understanding how people are different in important ways, not how they are the same. This grounds your market segmentation effort firmly on the things that matter.
Stage 2 uses quantitative segmentation to uncover market segments and describes them by their attitudes, behaviors and intrinsic qualities with the aim of targeting the most profitable segments for your product.
SEGZ uses an innovative, funnel-like analytic approach to narrow a broad range of attitudes to the subset that are both the most differentiating and the most likely to drive interest in your brand. Then, SEGZ uses state-of-the-art segmentation algorithms, including proprietary cluster approaches and latent-class analysis to identify the optimal segments for your marketing objectives.
Stage 3 presents the most pragmatic scheme for access to target groups. SEGZ refines good segmentation solutions to make them more accessible and applies easy-to-understand algorithms for accessibility. When segmenting physicians, SEGZ is often used in conjunction with TAGZ.
Stage 4 provides an easily digestible description of what makes the segments tick, and how they can be profitably targeted to increase the penetration of your product.
SEGZ couples clear, qualitative understanding with sophisticated multivariate approaches that ensure that only the most powerful attitudes and behaviors drive your segmentation solution. We couple this rigorous analysis with the artistic interpretation that makes a segmentation truly game-changing, interpretation that can only be driven by deep understanding of the marketing problems our clients face placed in the context of the products, categories, and audiences that make your competitive space unique.
The Right Mix of Art and Science. SEGZ ensures that you receive a truly enlightening understanding of your marketplace.
The Right Perspective/Approach. Stays focused on uncovering the attitudes, behaviors and intrinsic variables that drive prescribing/purchasing of your product in each and every local market.
The Right Imperative. Our commitment is to help you bring segmentation to life. Without the right commitment, segmentation can be nothing more than an expensive academic exercise.
The Right Tools. Powerful back-end ways to communicate results in the most compelling fashion to help devise strategies and tactics for each target segment.
At Ziment, we have the experience and know-how to help you frame your learnings within a local marketplace context. We employ some of the best marketing science talent in the industry, allowing you to work with creative analytical minds that work in a culture that demands their focus on your bottom line.