Segmentation – Unwrapping the chocolate orange

16 May 2013 | Webinars

Our own David Chilvers delivers this introduction to Segmentation – designed for all ICGers who may get involved in segmentation projects – commissioning them, conducting them and working with the results. It provides a lucid and accessible guide to those less familiar with segmentation, and some useful hints and tips for those who have regularly undertaken such projects.

The webinar covers:

  • what is segmentation and what can it be used for?
  • how do you undertake a segmentation (review of existing data/insights, qual stage, technical aspects of segmentation)?
  • turning clusters (the technical output) into segments (the groups that will be used by the business)
  • developing magic questions, to allocate individuals to segments

It focusses on the practical steps to help you become involved in successful segmentation exercises.

David Chilvers has over 40 years experience of market research and management consultancy. He has worked supply side for research agencies and management consultancies and client side for major organisations. From long periods of working with both suppliers and clients, he has a unique blend of experience of management and marketing and can bring that experience to bear on a wide range of client situations.

Download the slides in pdf format by clicking on the link in the right hand pane.