At their best, market segmentations can serve as blueprints for brand strategy, messaging, and targeting – almost every aspect of a brand’s engagement with its customers. But as sources of data multiply exponentially, every market segmentation needs to work doubly hard to overcome a common affliction: Isolation.
Is your market segmentation a wallflower at the consumer insights dance?
Too often, a segmentation is the brain child of the research department – or even a single researcher; however insightful and well designed, this vision of a brand’s key consumers may linger on a shelf because it lacks support. Many people who might help bring a market segmentation to life may not even know that it exists.
Such is the fate of the “lonely” segmentation – one that fails to reach out and connect, whose potential is never known or realized. These unfortunate research recluses become wallflowers at the dance of marketing effectiveness, staring at their iPhone 5s while other research projects strut their insights on the gym floor.
Signs your market segmentation needs help
The torrent of Big Data now at almost every marketer’s fingertips makes the lonely segmentation’s predicament even more unsettling. There are so many more data sets to interact with, insights to align with. It makes a shy segmentation want to crawl away to a quiet corner with a very big book.
Sometimes, as the developer of or advocate for a segmentation, we may have trouble realizing that our creation is feeling left out. To be sure our insights get the recognition they deserve, we need to be clearly aware of the signs and symptoms that a segmentation is running the risk of sitting on the sidelines when it should be coming into its own.
Symptom #1: Over-reliance on lengthy online surveys
When you ask your respondent to remain engaged, alert, and providing accurate descriptions of

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