Exploring the nuances of categorization.

Segmentation
Methodological Design
Demographic and Psychographic Markers
April 26, 2019

In “Breakfast Clubbing Our Identities,” we talked about the nuance of segmentation and how over-categorizing people can lead us to miss the nuance of humanity – and even the opportunity at hand. But how can segmentation be done well? How can companies best think about how to conduct segmentation research and/or analysis, to thoughtfully engage and target the right customer or audience?

In this episode of The THINKerry podcast, we talk about the meaning of market segments, and how to best think about four key types of segmentation analysis:

• Demographic segmentation
• Lifestyle segmentation
• Behavioral segmentation
• Psychographic/Attitudinal segmentation

What defines these types of approaches, how can they best be used, and how can you best setup your segmentation study for success?

This episode features:

• Kerry Edelstein – President and Founder, Research Narrative
• Jordan DeLong – Director of Data Science and Product Innovation, Research Narrative
• John Olson – Editor, The THINKerry

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