High Definition Customers - A Powerful Segmentation

Just like the best film, data can tell a story too – you just need to know where to look. Here at Ipsos, we use a number of advances statistical analysis techniques to uncover the hidden stories, and value, in the data that may not be visible at first glance.

31 May 2016

Unlocking value with data science

In this white paper we will explore how three types of advanced statistical analysis – Factor, Cluster and CHAID analysis – can help us unlock additional value from market segmentation. They help us see our customers in high definition, by better understanding the variables in the survey and defining the segments.

We’re big film enthusiasts in the Ipsos team, so we’ll be looking to identify different groups of cinema-goers based on how they look for information about new films at the cinemas, but these tools can easily be used in any market segmentation.

What is market segmentation?

Market segmentation is about understanding the needs of customers and how they decide between one product or offer and another. Using market segmentation we can build a picture of a group of customers who share the same, or very similar, criteria or attributes. Using this information a company can identify the groups of customers they are best suited to, as well as the areas where they can outperform the competition.

The ultimate objective of segmentation, therefore, must be how to gain and retain the target customers. A good segmentation study identifies and profiles promising target markets so that you can reach them with optimal marketing strategies.

Advanced statistical analysis – specifically factor, cluster and chaid analysis – allow us to produce a more powerful Segmentation, with a clearer view of our target audience.

Cinema-goers in high definition

Cinema-goers can be very distinct in the way they look for information about new films. By segmenting this market we can build a better picture of the different types of cinemagoers and their characteristics, which can then improve how we communicate with them about the latest releases.