Inquiry Response: Occasion-Based Segmentation

Inquiry:

We’ve gathered occasion-based customer segmentation data through a third-party survey firm, but now what? How we can better design and use surveys in general?

Response:

THE BIG IDEAS:

  • Paradigm shift
  • Shorter surveys
  • Work backwards

PARADIGM SHIFT

While the segmentation results from survey firms can be an interesting intellectual exercise, the results are typically underutilized because they’re inherently cross-functional and each function doesn’t know what to do with it individually.

To get the most value out

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