This Knowledge Share will be presented by ICG member John Storey  

It is generously sponsored by Add Maple

What you will gain from attending

This session will provide you with a high-level understanding of segmentation, equipping you to deliver more value to your clients. You will walk away with the understanding and tools to:

• Grasp Core Principles: You’ll learn the fundamental theory and best practices behind successful market segmentation, regardless of the tools you use.
• Navigate the Process: We will outline a clear, step-by-step process for conducting segmentation projects, from initial data analysis to creating compelling, actionable outputs.
• Access Practical Resources: You’ll gain free access to a purpose-built web app that can help you with your segmentation analysis.

More specifically, John will cover:

The Why 

• Why is segmentation a challenge for independent consultants and micro-businesses?
• Why focus on process and best practices rather than specific software?

The How 

• An overview of the entire segmentation process, from start to finish.
• Discussion of key methodologies and how to choose the right one.
• A demonstration of a free web app to help with key aspects of your analysis.

The Result 

• How to go from raw data segments to actionable personas.
• Case studies: Applying segmentation theory in pharma, consumer shopper, charity sector.
• Best practices for communicating your findings to clients.

 Discussion & Q&A.

John Storey, Market Research Consultant

I am the MD and owner of Medical Research Limited, operating as Marketing Sciences Limited. I have extensive experience in healthcare market research, particularly in the fields of Pharma, Biopharma, and Biotech. I also specialize in Charity Research, Consumer FMCG and Technology/Online Digital Research.

I operate as Marketing Sciences Limited with a group of Marketing & Business Associates and will often partner with other Independent Consultants providing evidence-based market research and marketing support services. I personally specialise in providing qualified Physician and Patient research including depth interviews and focus groups.

My work includes segmentation-related research, including Patient Record Trackers, NPD, and Audience Targeting, Digital Marketing. I am a certified member of the MRS and Health Sciences Dip HE (Open), and a member of the ICG and The Royal Society of Medicine, BHBIA The British Healthcare Business Intelligence Association and Certified Digital Marketing Professional, Digital Marketing Institute.

marketsci.co.uk.   Jonny.storey@marketsci.co.uk

Watch this session here

If you’d like the presentation slides, contact John directly.