Burke Institute Seminars
The Burke Institute presents
 

Market Segmentation and Positioning Research On-Site Training

This on-site training class is also available as Public Schedule Seminar.

In this 3-day seminar, you will learn how to segment your markets and select the best target markets for your products and services

Course Description/Agenda


In this 3-day seminar, you will learn how to segment your markets and select the best target markets for your products and services. Specifically, you will learn:
  • Why it is critically important to segment your markets, select the most profitable targets and position your product/service appropriately in the chosen markets.
  • How to design marketing research studies from start to finish to segment markets and which commercial data sources are available to help you segment your markets.
  • How to select the best analytical tools for segmenting markets.
  • How to implement results from segmentation studies.
  • How to develop a successful step by step approach to positioning research in your organization.
  • How to analyze and interpret positioning data in a competitive setting and how to create and analyze perceptual maps using multivariate analysis techniques.
  • How to effectively communicate results from positioning research to decision makers.

 

Market Segmentation and Positioning Research
Course Outline and Schedule
----- First Day -----
08:30 AM - 08:45 AM Introduction of Participants
08:45 AM - 10:15 AM Session 1
    PLANNING AND DESIGNING SEGMENTATION PROJECTS:
  • Philosophy and role of market segmentation
  • Segmentation as a marketing strategy
  • Clarifying segmentation objectives
  • Writing questionnaires for segmentation research
  • MaxDiff scaling
10:15 AM - 10:30 AM Break
10:30 AM - 12:15 PM Session 2
    QUANTITATIVE TECHNIQUES FOR IDENTIFYING SEGMENTS:
  • Deriving segments from data
  • K-means cluster analysis
  • Centering, standardizing, and weighting
  • Factor analysis
  • Software alternatives
  • Hierarchical cluster analysis
  • Latent class analysis
12:15 PM - 01:30 PM Lunch Break
01:30 PM - 03:15 PM Session 3
    SELECTING, INTERPRETING, AND COMMUNICATING SEGMENTS AND SEGMENTATION RESULTS:
  • Reading output and selecting solutions
  • Case study illustrations
  • Interpreting “indexing”
  • Segmentation “work sessions”
  • Profiling and naming segments
03:15 PM - 03:30 PM Break
03:30 PM - 05:00 PM Session 4
    TARGETING AND IDENTIFYING SEGMENTS:
  • Criteria for prioritizing segments
  • Identifying opportunities and barriers
  • Predictive algorithms
  • Discriminant function analysis
  • CHAID/CART
  • Linking to databases
----- Second Day -----
08:30 AM - 10:15 AM Session 5
    SEGMENTATION WORKSHOP:
  • Hands-on group exercise with real data
  • Reading segmentation output
  • Selecting a segmentation solution
  • Developing segment portraits
  • Developing an assignment algorithm
10:15 AM - 10:30 AM Break
10:30 AM - 12:15 PM Session 6
    MAKING SEGMENTATION MORE ACTIONABLE:
  • Optimizing segmentation solutions
  • Reclassification techniques
  • Object-based segmentation
  • CHAID for deriving segments
  • A priori segmentation
  • Demographic and hybrid segmentation
12:15 PM - 01:30 PM Lunch Break
01:30 PM - 03:15 PM Session 7
    ALTERNATIVE SEGMENTATION APPROACHES FOR SPECIAL SITUATIONS:
  • Geodemographic and syndicated segmentation approaches
  • Prizm clusters
  • Domain-specific segmentation
  • Business-to-business segmentation
  • Occasion-based segmentation
03:15 PM - 03:30 PM Break
03:30 PM - 05:00 PM Session 8
    IMPLEMENTING SEGMENTATION RESEARCH:
  • Taking marketing action on the basis of segmentation results
  • Segmentation as the key to marketing strategy
  • Segmentation applied to the 4 “P’s” of marketing
  • Introduction to conjoint analysis and Hierarchical Bayesian Analysis
  • Price elasticity and strategies for price segmentation
  • Segmentation by place and site selection
----- Third Day -----
08:30 AM - 10:30 AM Session 9
    BRAND POSITIONING AND PERCEPTUAL MAPPING:
  • Brand positioning
  • The brand positioning statement
  • Measuring brand positioning through survey research
  • Pictorial representations of brand positioning data
  • Perceptual mapping techniques
  • Multidimensional scaling
  • Correspondence analysis
  • Discriminant function maps
  • Factor maps
  • Mapping segments with brands
10:30 AM - 10:45 AM Break
10:45 AM - 12:15 PM Session 10
    QUALITATIVE RESEARCH FOR BRAND POSITIONING:
  • Research techniques to guide as well as measure brand positioning
  • White-boarding
  • Repertory grids
  • Ethnographic research
  • Laddering
  • Projective techniques
  • Personification
12:15 PM - 12:30 PM Concluding Remarks

 

What Past Participants Have Said About This Seminar

Verbatim evaluations from participants who have attended the "Market Segmentation and Positioning Research" seminar.
Names of evaluators have been left out as a matter of professional courtesy.
"Excellent (seminar) - highly related to my business, concise, easy to grasp, effective use of very appropriate real-life examples, stimulating and energizing, gained fresh perspective. Speaker - advanced knowledge and gifted at sharing. High quality, moved at brisk and stimulating pace ... Thorough, relevant, interesting, vital."
Marketing Research Consultant, Ciba-Geigy / Novartis

 

"The best seminar in marketing I've ever taken. Very timely. The content is absolutely excellent. Speaker - excellent, engaging. It's nice to have someone who can help us to understand ... Finally, a marketing seminar which is both in-depth and practical."
Director of Market Research, Faultless Starch/Bon Ami

 

"Very strong - vital information in today's "fragmented marketplace"! Speaker great! Holds attention, makes info relevant to seminar participants' businesses."
Category Research Manager, NutraSweet

 

"Great seminar! Case studies very relevant. Speaker great. Related our industries to case studies."
Market Analyst, Pontiac - General Motors

 

"Very impressed. I have never been disappointed with any Burke seminar I have attended. Very professionally done. Excellent examples for using data. Excellent presentation."
Marketing Research Consultant, Foremost Insurance Company

 

"Very good – helped me develop a framework for thinking about my problems (and) pursuing a plan of attack."
Usability Manager, Capital One

 

"Great. Good mix of cases from different industries and several segmentation options."
Product Planning Analyst, Panasonic

 

"Very informative – just what I needed! The Best training I’ve had in many years."
Market Research Manager, LaBatt USA

 

"Very good. Great information on purpose of segmentation as well as procedure and application. Very thorough."
Director, Research & Strategic Planning, United Methodist Publishing

 

"The seminar content was extremely relevant to my current needs. I was thrilled to see both ad hoc and a priori covered in this seminar. It provided a more complete picture in doing so."
Marketing Research & Analysis Specialist, Cook Medical

 

More Seminar Information

The Burke Institute
Burke Institute Seminars

Delivery Method

On-Site Training On-Site Training

Also Available As

Seminar Seminar

 
Add to favorites Add to favorites
Email Email this page
 

On-Site Training
Information Request Form

Please complete the form for more information and/or a quote for this on-site class.

Name:

Email

Phone:

City and State

Company:

Number of students:
(at least 10 for consideration)

When do you want to hold the
seminar?

How long would you like for the
seminar?

Additional comments to trainer:

We value your privacy!