Customers are not all alike. We all know this, but a marketer who truly understands this can better serve individual customers and affect the bottom line. Customers have varying needs and wants based on their attitudes, beliefs, behaviors and demographics. By understanding the different customer segments you are dealing with, you can more effectively attract the customers you want, sell new products and services to them and keep them happy.
Rockbridge specializes in customer segmentation research for consumer and business markets. Much of our work is with psychographic customer segmentation, with a track record for developing customer segments that are targetable and correlate with category usage. We also segment markets based on benefits, technology adoption, and objective demographic or firmographic variables.
Our preferred statistical approach for customer segmentation is Latent Class Analysis, which produces mathematically precise and highly distinctive groupings, and is superior to traditional cluster analysis methods. We also support Principal Components Analysis and CHAID Analysis for some customer segmentation studies. All of our analyses and modeling are conducted in-house.
Rockbridge also maintains proprietary segmentation tools, including our Techqual™ scale for measuring receptiveness to cutting edge products and services, and our Greenovator™ scale for classifying consumers by their receptiveness to green products and services.
In the end, the real value Rockbridge brings to a customer segmentation engagement is in how we tell the story. Rockbridge is skilled in telling a compelling story that gives management insight into how their customers think and how they can best leverage the results in target marketing.
Read whitepapers on Customer Segmentation.