The power of segmentation

Michael Lieberman

Michael Lieberman describes a case study based on a gasoline product and demonstrates how various research techniques can help to predict future buying intentions and develop a brand communications strategy.

The Power Of Segmentation

Michael LiebermanMultivariate Solutions

Not every dollar spent in an advertising and sales effort is created equal. Some of those dollars generate far more revenue than others in the advertising and sales budget. It seems that if one only knew beforehand which dollars to spend, and where they should be directed, success would be far more certain.

Our client wanted to find, define and then speak to a particular group of consumers who are willing to pay more for a commodity that is highly price-elastic gasoline. Our approach to market segmentation and customer targeting is...

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