>>> Please note: Answer needed by 3pm GMT, Monday 21st November <<<
Typically in a segmentation activity you will use a questionnaire to
gather data, then segment your respondents on the basis of their
answers. Amongst all the questions answered by the respondents, some
will be more predictive of the final segment of that respondent than
others.
The most predictive questions (typically around 6) are called the
'golden questions' and the answers to these will give a reasonably
accurate prediction of a respondent's segment. So by asking just
these golden questions (to, for example, the rest of your customer
base) you can get a pretty good segmentation at a fraction of the
effort of asking the full questionnaire to everyone.
So much for the background. So what's the question...?
Lots of people talk about this theory. I want examples and case
studies of its use in practice. I need to see company names, what the
purpose was, what the results were, the business benefit, etc.
Example: http://www.buckingham-research.com/pfizer.htm - this is the
absolute basic required, but I would want much more. We need at least
5 to 10 solid examples.
Additionally, industry/marketing expert views on the success or
otherwise of the golden question technique would be good. |
