ANCHORED SEGMENTATION
 

Linking Segments to the Marketplace
Market segmentation schemes are often used to identify segments with especially good potential and allow companies or organizations to strategically approach the marketplace. However, the utility of any segmentation can be severely limited when the segmentation scheme cannot be linked to specific households or businesses.
Inability to link segments to the market is most likely to occur when the core segmentators are psychological in nature (e.g., attitudinal measures) or when the number of core segmentators becomes large.
 

Anchored Segmentation
Anchored Segmentation is an innovative analytic approach to address this recurrent problem in segmentation studies. With an Anchored Segmentation, the database is classified into demographic clusters. This is done by partitioning the database by factors such as gender, age, household income or respondent education. In business to business research, the sample may be partitioned by SIC Code, number of employees, region and so forth.
Then, the segmentation analysis is performed using grouped data defined by the demographic cluster. With this approach, any type or number of core segmentors may be used to drive the segmentation solution. However, households or businesses may be assigned to any given segment by simply using the demographic information used to construct the cluster (which we refer to this as the anchor key).
 

Anchor Segmentations Link Segments to the Market
Anchored Segmentation offer a simple method for linking any given segmentation solution to the market. Moreover, the segmentation solution may be exported to other databases that contain the demographic information needed to construct the anchor key. This allows past and future survey results to be examined for each segment without requiring all core segmentors to be measured.

 

 


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