Segmentation: Typical Engagements
Small Business Segmentation: Business Information Services
A popular online information service selected ConStat to perform quantitative research to effectively segment the small business market. This analysis was based on needs, attitudes, motivations and intended behaviors toward information services in general and specifically toward Web-based intelligence products and services. Furthermore, ConStat sought to identify the greatest business opportunities for the client while understanding decision-making processes and price sensitivity for such services.
ConStat conduced a quantitative study encompassing 612 telephone interviews of current customers and prospects. Results from the research were used to maximize marketing efforts based on these specific segment characteristics and future needs.
Event-Based Baseline Segmentation: Fast Food Marketplace
Working from a decision-making modeling perspective, ConStat conducted qualitative and quantitative research for a leading food service retailer to direct new product development, brand and product repositioning and customer service enhancements. In-depth qualitative research yielded a new, event-specific, behavioral paradigm.
Results from a diary-based, quantitative study allowed for segmentation analysis based on specific consumer events which enabled the client to better target products to specific user groups and reposition the brand overall.
Small Business Segmentation: Retail Financial Software
A leading developer of financial software wanted to assess the opportunity for introducing its brand of retail transaction software into the small business marketplace. ConStat conducted an outcome-based segmentation of the marketplace to determine the size and targeting characteristics of the segments most interested in the application. The technique involved a cluster analysis of highly sought outcomes to identify market segments. ConStat also tested a new product concept and compared it across segments.
Study results provided the client with targeting, feature development and pricing guidance for its market entry, as well as expectations for sales goals.