Lang Research has conducted
over 100 segmentation studies. We combine a broad range
of statistical and conceptual models with practical
knowledge about the marketplace to help our clients
obtain deeper insights about their market, and develop
a strategic plan to marshal their marketing resources
in an optimal manner.
Segmentation solutions
designed for our clients include lifecycle demographic
models, needs-based segmentation, psychographic segmentations
and purchase sequence segmentations. We have also pioneered
a number of methods to construct segmentation solutions
which make them more likely to be adopted by marketing
and sales personnel. Care is given to the organizational
design, conceptual orientation, segment labelling and
explanatory segment sheets to clearly explain the segmentation
system to all stakeholders, and assist personnel to
assimilate the segmentation approach and adopt and integrate
the system into day-to-day operations.
Our Approach to Segmentation
We use a systematic seven-step process to guide organizations
through the segmentation process and to help them develop
a segmentation scheme that best meets their needs:
- Designing the Segmentation Criteria:
assessing the relative importance of factors
such as segmentation simplicity, heuristic
value, homogeneity, replicability and linkage
to the marketplace
- Defining the Universe: who should
be included in the segmentation solution
- Specifying the Core Segmentators:
what factors should be used as core segmentators
to drive the segmentation process
- Identifying Segment Profile Variables:
how to provide a detailed description of
each segment which reveals its inherent
potential and purchase triggers
- Constructing Segmentation Solutions:
the analytic and statistical processes which
will be used to partition the market into
discrete segments
- Strategic Prioritizing of the Segments:
the development of a scoring process to
identify the potential of each segment for
marketing, advertising and sales initiatives
- Linking the Segments to the Market:
developing the algorithms to allow each
marketing unit in the universe (e.g., households,
businesses, customers) to be assigned to
a specific segment.
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