Inquiry Response: Occasion-Based Segmentation
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?
THE BIG IDEAS:
- Paradigm shift
- Shorter surveys
- Work backwards
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