HSM E-briefing
March 2007

The HSM Group, Ltd. provides the following information in the hopes that it will help you, our valued clients and friends, in your efforts to conduct better research.

Developing a Good Segmentation Model

Segmentation is critical to marketing. Defining, measuring, and accessing your key segments are important steps in the marketing process, but they are not the only issues to consider. Including a balance of both methodological and marketing goals in your segmentation model is key.

What makes a good segmentation? How do you realize the most bang for your buck?

“Ten Guidelines for a Good Segmentation,” written by HSM’s vice president of research and economics, Peter Flannery, PhD, offers ten specific goals to consider when designing segmentation models. Accomplishing the ten goals requires some trade-offs along the way.

The article provides useful tips on ten key questions, including…

• How similar is similar?
• What distinguishes one segment from another?
• Can my brand “own” a segment?
• How profitable is a segment?

You can find the remaining questions (and their answers) in “Ten Guidelines for a Good Segmentation” in the March 2007 issue of Quirk’s Marketing Research Review.

To discuss how HSM can help your organization better understand what your customers want, call Sheryl Bronkesh, President, at 800-776-8078, ext. 314.

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