Segmentation studies are among the most complex (and expensive) types of research companies conduct. However, they often are not as actionable as they could be since it is difficult to target individuals in specific segments via demographics or database variables. This case study will detail how USAA maximized the actionability of a segmentation study.
- How segmentation studies can be used to optimize marketing communications and products, and why they often fall short in usefulness
- A relatively new approach that overcomes shortcomings leading to segments that are much actionable
- How the results of a large segmentation study was used to tailor offerings and communications to maximize receptivity