We know now more than ever about what people do online, but very little about why, and how it makes them feel. MasterCard approached BrainJuicer to help them better understand on-line purchasing and payment behaviour. What we learned deepened and challenged our knowledge about consumers online how they feel and how they buy, and helped MasterCard to develop the positioning for their on-line payment services.
We know now more than ever about what people do online, but very little about why, and how it makes them feel. MasterCard approached BrainJuicer to help them better understand on-line purchasing and payment behaviour. What we learned deepened and challenged our knowledge about consumers online how they feel and how they buy, and helped MasterCard to develop the positioning for their on-line payment services.
This paper details how to marry the science of segmentation with the art of understanding the organization's business to deliver actionable and usable insights. It discusses why science or statistics alone are necessary but not sufficient to provide an actionable segmentation solution. The paper also demonstrates an alternate analytical approach to avoid some of the common pitfalls of segmentation studies that arise through the use of standard factor-cluster approaches. Though the paper focuses on segmentation, it has broader application by demonstrating best practice in how to balance the use of statistical techniques to deliver usable insights. Successful insight activation through an effective, continued dialogue between research and the business, is also highlighted in the paper.