Market the segmentation to the organisation
to achieve buy-in from the start
Bring each segment to life
Entertain whilst informing
Communicate the insights with impact and engage the time poor
Provide internal stakeholders with a ‘face’ and a voice to your customer
Research expertise ensures centre-segment recruitment
Incorporating relevant business / market issues, joining up with existing knowledge (e.g. sales data)
Communicating the ‘key data’ simply, interactively and with relevance (e.g. financial opportunity associated with each segment)
Endorsement from Directors / senior managers – with explanations of why the segmentation is relevant and how it can be used
Filming in contexts, situations and scenarios that typify the individual segment (for the benefit of respondent and audience)
Segment specific and relevant discussions with participants (not treating it as purist research!)
Different edit styles to further differentiate segments (making use of music, images, overlays, etc.)
Gift-wrapping and delivery – branded CDs, Chaptered DVDs with interactive menu-systems, on-line storage for easy download and sharing (knowledge at your fingertips), workshops, etc.
