Segmentation project options & research support

Project options

How companies choose to work with us can be broadly grouped into two categories:

  1. Joint project;
  2. Assigned project.

We also present at conferences supported, when appropriate, with segmentation forums, and conduct company-wide events on segmentation where we introduce a broad audience to the subject and highlight its pivotal importance to business strategy.

  1. Joint project

    We work alongside an internal team selected from within your company to uncover the segmentation structure for a selected market. In doing so we also transfer our process skills to your team members so that they can conduct future segmentation projects with little or no external support.

    These projects usually start with an internal briefing for The Market Segmentation Company (tMSC) team followed by a workshop. The aim of the workshop is to develop an insight into what your company already knows about the customers in the market being segmented. At the end of the workshop an action plan is drawn up which details what is required to complete the project. This is presented to your senior management for support. Once the plan is endorsed the concluding stages of the project are implemented. This may include further in-company investigation and/or external market research if appropriate.

    In many instances there is actionable output from the initial workshop.

  2. Assigned project

    When The Market Segmentation Company is assigned to undertake the segmentation project we start by interviewing key staff in your organization in order to uncover what information is already available. Once this audit has been completed the initial conclusions are presented to your senior management along with an action plan which details what is required to complete the project. Once the plan is endorsed the concluding stages of the project are implemented. While carrying out the project we insist on engaging key personnel at strategically important stages of the project.

    In many instances there is actionable output from the initial audit.

If you would like to discuss either of these options or discuss alternative approaches which may better suit your company, either register your interest using this website or contact us by any of the methods listed.

Research support

When external market research is shown to be essential to your segmentation project we either work with the market research supplier appointed by your company, or provide specialist research services directly.

When you prefer to use your own market research supplier we work with them on the design and interpretation of segmentation research.