The potential power of consumer segmentation seldom is unleashed due to incomplete internal buy-in across departments. This paper showcases an approach used to drive high actionability, taking a consumer journey from basic usage, lifestyle and attitudinal understanding to creating internal engagement with all teams, and targeting up to impact the ROI. Linking behavior to customer segment lifestyle and mindset, thereby empowering the client to develop propositions that are tailored for each segment. Dissimilate knowledge through an unconventional interactive workshop, until the formation of GO TO MARKET plans to unleash the full potential. Monitoring performance and effectiveness of this targeted GO TO MARKET plan based on prioritization of segment potential, rather than just current usage.
It is difficult, if not impossible, to determine the representative qualities of online data. The probabilistic models that once underpinned our research are re-visited. This paper takes a hard look at the use of behavioral profiling of respondents to augment the old and create new representative sampling frames. We are at a crossroad; either we ground our research with proper theory or we lose to those who claim to read the wisdom of crowds.
This paper aims at analyzing the particular features taken on by a segment commonly called the young population, defined as such only on the basis of an age bracket classification, in a country marked by political, economical and social instability. Based on a two-wave quantitative study conducted in 1999 and 2003 and on qualitative studies carried out in 2004 among 14 to 24 year old respondents living in Buenos Aires, this analysis proposes a re-signification of certain attributes closely associated with the stereotyped concept of 'youth', in the hope of providing organizations targeting this segment a better understanding of the impact unstable contexts have on young adults' attitudes and behaviors.