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Burke Institute Seminars
The Burke Institute presents

Virtual Classroom (Live) Market Segmentation: Designing, Implementing & Activating Webinar

Learn how to segment your markets and select the best target markets for your products and services.

Course Description/Agenda


WHAT YOU WILL LEARN

In this 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 and the different types of segmentation studies.
  • Ways to use a blueprinting session to gather key stakeholder information to make sure the end results will be actionable.
  • Key questionnaire design considerations for segmentation studies.
  • How to select the best analytical tools for segmenting markets.
  • The importance of having a good typing tool and how to create one.
  • How to identify winning solutions and bring the segmentation to life through the use of personas.

WORKSHOP AGENDA

SESSION 1: SETTING UP FOR SUCCESS : Begin With The End In Mind

  • Objectives for segmentation – when to use
  • Types of segmentation (behavioral to attitudinal, occasion based, database, etc.)
  • Overcoming organizational barriers to funding

SESSION 2: BLUEPRINTING

  • Key stakeholder interviews and running the blueprinting session – key questions to ask
  • Pre-segmentation qualitative research – when it’s needed
  • Activity - participate in blueprinting session using virtual tools

SESSION 3: THE KEYSTONE FOR SUCCESS: The Segmentation Questionnaire

  • Types of measures needed – basis vs. profiling variables
  • How to determine the necessary content
  • Creating scales designed to detect differences (Max diff/Conjoint/Semantic Differential, etc.)
  • Useful standardized scales – how to find them
  • Other successful measures – life stage, personality, etc.
  • Pre-testing the questionnaire
  • Applied exercise

SESSION 4: THE ART AND SCIENCE OF SEGMENTATION ANALYSIS

  • Understanding the data and looking for good candidates for basis variables
  • Planning the insights session
  • Case study: COVID Segmentation
  • Types of analysis and when to use (K-means, Cohorts, Hierarchical, etc.); pros and cons
  • Combining methods/optimizing segments
  • Basis variables vs. profiling variables

SESSION 5: IDENTIFYING THE WINNING SOLUTION

  • Recognizing a winner
  • How to read tables – what to look for
  • Team activity

SESSION 6: TOOLS FOR PUTTING THE SEGMENTATION INTO ACTION

  • The typing tool/short form/segmentation classifier
  • Activity using a typing tool
  • Scoring a database
  • The working session: how to “sell a segmentation”
  • Elements of a successful segmentation report

SESSION 7: BRINGING SEGMENTS TO LIFE

  • Qualitative research methods – case studies
  • Personas
  • Designing an activation workshop and examples for segment illumination
  • Prepare for workshop

SESSION 8: MOCK SEGMENTATION WORKSHOP - PUTTING IT ALL TOGETHER

  • Mock segmentation workshop
  • Rolling out the segmentation
  • Different methods to spread the news and overcome organizational barriers
  • Winning over skeptics

 

More Webinar Information

The Burke Institute
Burke Institute Seminars

Course Summary

Learn how to segment your markets and select the best target markets for your products and services.

Delivery Method

Virtual Classroom (Live) Virtual Classroom (Live)

Who Should Attend

Marketing Research Professionals

 
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