A method for market segmentation using continuous datasets
Helen Passingham-Hughes, IRI Infoscan, United Kingdom andJudith Passingham, Taylor Nelson AGB, United Kingdom
HOW DOES SEGMENTATION WORK CURRENTLY?
Market segmentation starts, as with most research, with the client issuing a brief. This is usually driven by an ad-hoc requirement with some clients simultaneously examining continuous data-sets. Alternatively, clients may reassess existing analyses available through their on-going panel and retail supply. On very few occasions do continuous researchers come into contact with the ad-hoc side of the solution, a large part of the reason for this being organisational and...