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Consumer segmentation
Product concept and test
Brand market performance
Consumers use and attitude
Effectiveness evaluation
Consumer Segmentation and Positioning:
  What are the types of customers in the target area?
  Which customers can support project development?
The solution:
  Choose the appropriate segmenting index to segment customers.
  Calculate the amount of each segmenting customer group in the market.
  Judge the exploitation of each customer group to support and whether there is a possibility of a "joint" supply.
 

Customer Segmentation Methods:

  Front Segmentation Method based on past experience.
For example: Directly segment customers on the basis of previous forming model.

Segmentation Method based on actual survey data
·The methods based on processing segmenting index
Direct Segmentation Methods with obvious index- For example, directly segment customers according to the family life cycle, income, and area, price of the house they intend to buy.
Related Integration Method with server indexes - For example, Clustering Analysis (Factor Analysis on data processing before) for a variety of functions (such as lifestyle) .
·Based on the types of choosing segmenting index
Background Data Partitioning Method - For example, segment customers according to their occupation, income difference and lifestyle.
Interests Point Partitioning Method - For example, segment customers according to their house-purchase motives and home values.
Tend to choose product characteristics Partitioning Method - For example, segment customers according to the quality of choosing projects

Three indexes in the customer segmentation (On the basis of long-term research experience, Trends summarized three indexes model of customer segmentation)
·Segmenting Index
·Descriptive Index
·Direction Index

Hierarchical Segmentation
·In addition to a single index of segmentation, the latter clustering segmentation with more factors, Trends also emphasized Hierarchical Segmentation which is based on consumers' logic or the importance of factors.
·Hierarchical Segmentation enhances the scalability of segmentation, so as to we can not only make the relatively macro control, but also further microcosmic perspective of knowing customer groups.
   
 
 

Trends Idea:
  Segmentation should not only stay in the segmentation stage, how to go deep into the descriptive phase (in the service of marketing) is more important, but the most important thing is how to reach further direction stage (in the service of product design). The internal relationship analysis of three indexes will deepen our understanding of customers.
   
 
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