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Research papers

Market segmentation

In the broadest sense of the term, market segmentation as a strategy has been with us as long as marketing itself. Essentially, it hinges on the principle that consumers are not all alike, and utilises that principle in the sale of merchandise. Until...

Catalogue: ESOMAR Congress 1972: Marketing In A Changing World
Author: A. l. Biel
Company: Ogilvy
September 1, 1972

Research papers

Combining dissonance theory to product space constructs

Market segmentation has during the past few years been an intensively discussed topic. The discussion has, however, caused a clarification of thinking and a more effective utilisation of various methods. Market segmentation has so far proceeded in...

Catalogue: ESOMAR/WAPOR Congress 1971: From Experience To Inovation
Author: Eero Meckelborg
June 15, 1971

Research papers

The practical application of market segmentation

The aim of this contribution is the evaluation of clustering techniques from the viewpoint of practical marketing application. Clustering techniques (segmentation methods, grouping methods) are procedures that search for and detect natural groupings...

Catalogue: Seminar 1972: Segmentation And Typology
Authors: Andreas Winkler, D. E. Freitag
Company: GfK
June 15, 1972

Research papers

Market segmentation

From the commencement of this seminar the question arose as to how to define the concept segmentation . The definition of concepts seems to me to be a basic duty. Doubtless there is a time when it is unnecessary, or even harmful. Such a case is when...

Catalogue: The European Marketing Research Review 1970
Author: Jacques Durand
June 15, 1970

Research papers

Clustering by product usage

Segmentation is one of several multivariate analysis methods which can be applied to market research data; it can be carried out in several ways. This paper discusses briefly some of the possible techniques. The purposes of segmentation which we have...

Catalogue: ESOMAR Congress 1974: The Challenges Facing Marketing Research
Authors: Simon Broadbent, Susanna Segnit
September 1, 1974

Research papers

Marketing modelling and segmentation

This chapter will focus on the application of modelling with data and research findings (often otherwise collected) to enable businesses and organisations to improve their effectiveness. Underlying methodology will be touched on where it is...

Catalogue: ESOMAR Handbook Of Market And Opinion Research
Author: Paul Freeman
September 1, 1998

Research papers

Big Data and research data

We all know companies hold more customer data than ever before, but how can we successfully marry this to primary research? What's the best way to map psychographic data (attitudes, behaviours, responses, etc.) to the data you reliably have for all...

Catalogue: Big Data World 2016: Understanding People Through Smart Data
Authors: Joe Catling, Rupesh Patel
Company: Relish Research
November 18, 2016

Research papers

The significance of segmentation

If we are going to be successful in our marketing it is necessary to achieve certain standards of profitability. The further removed the customer is from the producing company, the more difficult it is to promote products and services to him without...

Catalogue: The European Marketing Research Review 1972
Author: J. D. Waterworth
June 15, 1972

Research papers

Transnational non-classical segmentation

Non-classical segmentations/Cluster Analysis techniques based on structures of needs have proven very useful in such a context, not only for identifying market segments/target groups, but also for observing their evolution, comparing their maturation...

Catalogue: ESOMAR/JMA/ARF Conference 1988: Innovation In Marketing, Advertising And Research
Authors: Jean Quatresooz, Dominique Vanmarsenille
June 26, 1988