Segmentation
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market segmentation research: a comprehensive guide
Overview Your prospects and customers are not all the same—segmentation research helps guide your targeting and messaging strategies. Market segmentation in consumer research is essential for effective marketing, as it recognizes that products and services cannot appeal to everyone universally. By identifying specific groups with varying attitudes, needs, and motivations, segmentation research enables companies to…
Using Segmentation to Target Those Most Likely to Give
overview A medical and research non-profit was developing a strategic plan to grow their base of charitable donors. To help with this initiative, they sought to gain a thorough understanding of the different motivations to support charitable organizations, as well as general attitudes and emotions associated with the act of giving. C+R created a multi-phase…
Building an Effective Segmentation of Moms
overview A cable TV channel targeting young children had previously defined segments of moms based on their awareness/familiarity and engagement with the channel. However, as the channel looked to expand into new categories beyond television, it realized the need for a more detailed and sophisticated segmentation. To address this need, C+R surveyed more than 2,000…
Driving Kid Retail Strategy with Shopper Segmentation
overview The children’s retail space presents unique and complicated challenges. Chief among them — the complex and ever-changing relationship between consumer (child) and shopper (parent/adult). A major children’s apparel retailer was losing consumers as they aged. To help the brand retain consumers and win new ones, consumer insights were needed to help guide new strategies…
Fueling Brand Growth by Elevating an Attitudinal Segmentation with a Multicultural Lens
overview A consumer-packaged goods company was interested in better understanding home fragrance opportunities to support their brand’s growth. The team wanted fresh thinking to uncover growth opportunities with a lens on the multicultural consumer. OUR APPROACH Immersion, Interviews, Workshops, and…Speed Dating? C+R’s Culturebeat team conducted a multi-phase research study that started with immersion and culminated with…
Reinventing the A&U to Understand the Demand Landscape for Pork
overview The National Pork Board’s (NPB) mission is to unite pork producers with key stakeholders and elevate U.S. pork as the global protein of choice by continuously and collaboratively working to do what’s right for people, pigs, and the planet. A few years ago, the National Pork Board adopted a new role: to provide the…
Vodka Category Segmentation to Drive Communication and Momentum
overview An alcoholic beverage company that owns multiple vodka brands wanted to create a strategy to strengthen each of their brands while limiting cannibalization across brands. At the time, vodka was one of the most popular spirits consumed. C+R conducted a multi-phase study followed by a large-scale quantitative segmentation study to align each brand to its…
