R. Scott Evans, VP
Applied Methodologies and Product Development
GCR
Applied Methodologies and Product Development
GCR
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Sep
11 |
Market Research Segmentation - Today's Power Tool Luncheon |
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Time and Location 11:30AM-1:00PM The Benson Hotel 309 SE Broadway Portland, OR 97205 Details According to BusinessWeek's March 2007 "50 best performers" issue, top performers have something in common - market research segmentation. Deep insight into customer needs and market trends, and evolving with your customers and market are key success factors for today. From Coach Inc.'s extensive customer interviews strategy to Oracle's approach for going after the packaged retail software market - companies realize the importance of segmentation. The results were positive - Coaches' new travel bags accounted for 15% of sales and Oracle won 30 new retail customers in 12 months including Wal-Mart, Nordstrom and Perry Ellis. In today's connected world, segmentation is a must for marketers. Marketers are tasked with appealing to customers more directly and market segmentation profiles provide the insight necessary to do so. By targeting these prospects directly, marketers gain higher and quicker return on their marketing investments. Marketing resources can be effectively deployed by matching investments to the segments holding greatest promise. Additionally, segmentation models enable a business to gain an understanding of the geographic and demographic attributes of their target markets, allowing them to implement strategic sales and marketing initiatives. This session offers strategies for effectively incorporating marketing segmentation research into business and marketing practice. The session provides background information on market segmentation, measurements for segmentation, and how to define segments to drive desired behaviors. A marketer's perception of their company's market segments may not be accurate. When used strategically, segmentation is more than defining segments by categories such as Consumer, SMB and Enterprise or by vertical; it opens the door to discovering groups that aren't as evident - such as segments by characteristics of adoption or purchasing. Understanding the opportunities that come from strategic market segmentation will assist you in developing stronger customer partnerships and driving business success. Bio Scott Evans is vice president of the Applied Methodologies and Product Development group at GCR. With more than 15 years of experience in consulting and research design in both the private and public sectors, he specializes in a wide range of multivariate techniques and their application to market research problems. Dr. Evans holds a PhD in political science from Carleton University, Ottawa and has researched and taught in the areas of social analysis, program evaluation, political systems and economics. He also holds an MA from McMaster University, Hamilton and a BA (Special) with distinction, from the University of Alberta, Edmonton. Pricing:
Registration:
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UPCOMING EVENTS
Tapping the Collective Clout of Women around the World.
July 16, 2008 5:30PM-8:30PM The Billiard Room at The Governor Hotel |
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