A SEGMENTATION THAT

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A SEGMENTATION THATS INTERESTING AND
ACTIONABLEAN IMPOSSIBLE DREAM? NOT ANY MORE.

• TargetVoicesm
• From

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Many people shy away from segmentation, because
it leaves them with a dilemma.

• Classical Cluster Analysis divides people into
  groups that are meaningful and interesting BUT
• Groups not associated with an outcome measure
  (e.g.,purchase likelihood), or with identifying
  data so that specific messages can be addressed
  to them.
• As such, classical clustering produces groups
  that are interesting, but not useful.

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Many people shy away from segmentation, because
it leaves them with a dilemma.

• Targeting methods like CHAID produce groups that
  are related to an objective, and easily
  identifiableBUT
• Since CHAID doesnt work very well with
  attitudinal data, the groups it produces tend to
  lack depth and complexity (or their complexity is
  uninterpretable).
• So CHAID-type approaches produces groups that are
  useful, but not interesting.

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The real problem is to find a segmentation that
is both useful and interesting. And now, there
is a tool to do just that its
called   TargetVoicesm   from Renaissance
Research Consulting.  
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What is TargetVoicesm?

• A hybrid clustering method, combining aspects of
  both CHAID and classical clustering
• Like a CHAID, it divides a sample on combinations
  of behavioral or demographic variables to
  maximize on an outcome,
• BUT,
• The outcome is the most homogeneous set of
  clusters based on a set of attitudes, as in a
  classic attitudinal segmentation.

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Because of its hybrid methodology, TargetVoicesm
can answer questions like

• Do all consumers of a given product have the same
  needs and wants for it? Or do consumers of
  different backgrounds want different things?
  What are the product characteristics that
  motivate each of them to buy?
• Are different types of consumers attracted to
  different product lines? How many different
  lines is it worth bringing out to satisfy
  everybody? What would those lines look like?
• What demographics split the likely electorate
  into groups that coalesce around specific sets of
  issues? What are the issues that unite each of
  them?

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Sample TargetVoicesm SegmentationAutomobile
Needs
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TargetVoicesm combines the best of both types of
segmentation

• Yields clusters that are granular and rich in
  attitudinal detail
• At the same time, the clusters can be easily
  identified and addressed, because they are based
  on combinations of demographic and behavioral
  variables

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TargetVoicesm finds your targets, then gives them
a voice, producing segments that have depth and
actionability at the same time. To find out more
about TargetVoicesm, or to discuss a specific
application,   call Paul M. Gurwitz, Ph.D.,
at 212-319-1833, or email us at
pgurwitz_at_renaiss.com