Segmenting consumers world-wide
This paper presents two case histories showing how world-wide segmentation of consumers aids in new product development. The segmentation approach was originally used with sensory analysis of products, but has been expanded to concepts on a transnational basis. These segments transcend countries - viz., the same segment exists in different countries, but in varying proportions. The interview uses multimedia concepts, designed by experiment. The analysis uses modelling and segmentation to create individual concept response models. The result is a database which can be used to understand the segments and to create new concepts in a rapid fashion.
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