Segment your audience and break them down into actionable profiles
Segmentation
A segmentation analysis can create great value.
A segmentation analysis is ideal if you have a very heterogeneous customer, user or member base where it is interesting to know something about the different profiles within the overall group. Segmentation divides your customers/users/members or similar into segments with different characteristics. This type of analysis can, for example, be used as a starting point for a better understanding of and improved communication to your target group.
Methodology
- Both quantitative and qualitative methods are applicable in a segmentation analysis and a combination of methods is also an option.
- If you use the quantitative method, the basis for segmentation can be your own customer base or a panel survey. Subsequently, the segments can be formed via a factor and/or cluster analysis.
- A segmentation via qualitative methods can, for example, be by using in-depth interviews from which the segments are formed.
- These methods can also be combined in either order.
- A statistical segmentation analysis can form the basis for an interview or focus group with selected segments to get an in-depth understanding of each segment.
- At the same time, in-depth interviews or focus groups can also generate relevant knowledge about the target audience, which is important for constructing the best segmentation questions.
Examples of using segmentation
- For example, Analyse Danmark uses segmentation in the Bank Analysis, where we divide bank customers into different segments based on their agreement with a number of attitude statements. A cluster analysis is used to form the segments. With the segmentation analysis, it is, for example, possible for each bank to see which type of customers they have the most of and find out how best to communicate to the different customer profiles.
- Another example of a segmentation analysis is a survey conducted by Analyse Danmark for Sundhed.dk among their users. A cluster analysis of their users and subsequent in-depth interviews with respondents from each segment gave Sundhed.dk a unique insight into how they should communicate going forward to achieve the optimal relationship with their different users.
See how we have solved a segmentation task and created personas for Realdania Here.