Qualitative Research in Segmentation
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![1% of owners buy pet health insurance ,[object Object],[object Object],[object Object]](https://image.slidesharecdn.com/using-qualitative-research-in-marketing-segmentation-1204653984591551-2/75/qualitative-research-in-segmentation-3-2048.jpg?cb=1668189731)
![Standard Chartered Segmentation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Now what?](https://image.slidesharecdn.com/using-qualitative-research-in-marketing-segmentation-1204653984591551-2/75/qualitative-research-in-segmentation-6-2048.jpg?cb=1668189731)
![Where are we going? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]](https://image.slidesharecdn.com/using-qualitative-research-in-marketing-segmentation-1204653984591551-2/75/qualitative-research-in-segmentation-8-2048.jpg?cb=1668189731)
![When to use: before you design a model ,[object Object],[object Object],[object Object],Get organized to build model Deepen Learning Build Model Use](https://image.slidesharecdn.com/using-qualitative-research-in-marketing-segmentation-1204653984591551-2/75/qualitative-research-in-segmentation-9-2048.jpg?cb=1668189731)
![When to use: after you build the model ,[object Object],[object Object],[object Object],[object Object],Get organized to build model Deepen Learning Build Model Use](https://image.slidesharecdn.com/using-qualitative-research-in-marketing-segmentation-1204653984591551-2/75/qualitative-research-in-segmentation-10-2048.jpg?cb=1668189731)
![When to use: during ?? ,[object Object],[object Object],[object Object],Get organized to build model Deepen Learning Build Model Use](https://image.slidesharecdn.com/using-qualitative-research-in-marketing-segmentation-1204653984591551-2/75/qualitative-research-in-segmentation-11-2048.jpg?cb=1668189731)
![Who do you want to talk to? ,[object Object],[object Object],[object Object],[object Object]](https://image.slidesharecdn.com/using-qualitative-research-in-marketing-segmentation-1204653984591551-2/75/qualitative-research-in-segmentation-13-2048.jpg?cb=1668189731)
![Scope: Cost vs. Payoff ,[object Object],[object Object]](https://image.slidesharecdn.com/using-qualitative-research-in-marketing-segmentation-1204653984591551-2/75/qualitative-research-in-segmentation-14-2048.jpg?cb=1668189731)
![Quali-Quant Methods ,[object Object],[object Object],[object Object],[object Object],[object Object]](https://image.slidesharecdn.com/using-qualitative-research-in-marketing-segmentation-1204653984591551-2/75/qualitative-research-in-segmentation-15-2048.jpg?cb=1668189731)
![Interviews & Dyads ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]](https://image.slidesharecdn.com/using-qualitative-research-in-marketing-segmentation-1204653984591551-2/75/qualitative-research-in-segmentation-21-2048.jpg?cb=1668189731)
![Focus Groups & Roundtables ,[object Object],[object Object]](https://image.slidesharecdn.com/using-qualitative-research-in-marketing-segmentation-1204653984591551-2/75/qualitative-research-in-segmentation-22-2048.jpg?cb=1668189731)
![Games, customer workshops ,[object Object],[object Object]](https://image.slidesharecdn.com/using-qualitative-research-in-marketing-segmentation-1204653984591551-2/75/qualitative-research-in-segmentation-26-2048.jpg?cb=1668189731)
![Blogs, communities, virtual worlds ,[object Object],[object Object],[object Object],[object Object],3](https://image.slidesharecdn.com/using-qualitative-research-in-marketing-segmentation-1204653984591551-2/75/qualitative-research-in-segmentation-29-2048.jpg?cb=1668189731)
![Qualitative inside the organization ,[object Object],[object Object],[object Object],[object Object],[object Object]](https://image.slidesharecdn.com/using-qualitative-research-in-marketing-segmentation-1204653984591551-2/75/qualitative-research-in-segmentation-30-2048.jpg?cb=1668189731)
![Collaborate ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]](https://image.slidesharecdn.com/using-qualitative-research-in-marketing-segmentation-1204653984591551-2/75/qualitative-research-in-segmentation-32-2048.jpg?cb=1668189731)
![Before, During and After ,[object Object],Get organized to build model Deepen Learning Build Model Use](https://image.slidesharecdn.com/using-qualitative-research-in-marketing-segmentation-1204653984591551-2/75/qualitative-research-in-segmentation-33-2048.jpg?cb=1668189731)
![Keep researching… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]](https://image.slidesharecdn.com/using-qualitative-research-in-marketing-segmentation-1204653984591551-2/75/qualitative-research-in-segmentation-34-2048.jpg?cb=1668189731)
![Thank you! Questions? Susan Abbott Web: www.abbottresearch.com E-mail: [email_address] Blog: www.arc.typepad.com/customercrossroads Phone: 416-481-7409 or 888-244-0285](https://image.slidesharecdn.com/using-qualitative-research-in-marketing-segmentation-1204653984591551-2/75/qualitative-research-in-segmentation-36-2048.jpg?cb=1668189731)
Qualitative Research in Segmentation
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To segment effectively, you need to understand what drives the segments, not just how to measure them. That's where qualitative insight comes in. Please credit the author if you use the material. Some images are subject to copyright.
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Qualitative Research in Segmentation
- 1. Qualitative Why you need it & how to get value Presented by: Susan Abbott Abbott Research & Consulting www.abbottresearch.com
- 2. Wouldn’t you love a business like this?
- 4. Is Curves Right for Me?
- 5. How do you get this without qualitative?
- 7. What are your goals?
- 12. Designing the Study Scope & Parameters
- 16. How to interpret findings You are paying for insight, not methodology
- 17. What you want insight about Language used, metaphors Usage, context, occasions & sequence Motivations & desires Goals & alternative solutions Problems Experiences & stories Influencers Emotions and feelings
- 18. How to look for patterns “ pattern recognition begins with variation recognition” Cultural anthropologist Grant McCracken
- 19. Teens and technology project First off - I am constantly left on. Sometimes even overnight. She leaves me in her purse all day. It's stuffy in that tiny pocket shared with all of her other items! I feel like my battery is being charged everyother day from all of the use I get. Luckily, I haven't been dropped, scratched thrown or anything else, so I am in top condition. I've seen her other friend's cellphones and I consider myself very lucky. i got the cell for two reasons one privacy i can't count the number of times my mom picked up the phone when it was for me i'd say "don't pick it up but she would and start trying to have a conversation with them.the second reason is my friends always wants to know where am at so we could get together and chill
- 20. Methods New and emerging
- 23. Text Chat: Online Focus Group Whiteboard Respond here The Discussion
- 24. Online Discussion Forum / Bulletin Board
- 25. Ethnography
- 27. Emerging – Instant Messaging 1
- 28. Emerging – Webcam 2
- 31. Best Practices
- 35. Remember … We are not our customers. The more you understand your customer segments, the more competitive you can become.
- 36. Thank you! Questions? Susan Abbott Web: www.abbottresearch.com E-mail: [email_address] Blog: www.arc.typepad.com/customercrossroads Phone: 416-481-7409 or 888-244-0285