MUSI 3338 Lecture Notes - Lecture 4: Surveymonkey, Psychographic, Customer Satisfaction
9 May 2018
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Market Segmentation Surveys
Market segmentation surveys help you understand what different members of your target
market have in common—and how they differ.
Here are a few different types of segments used by marketers:
● Demographic segmentation: Some of the most critical data points on existing and
potential customers are their basic demographics. These include income, gender, race,
education level, and marital status. Demographic segmentation is often a useful way to
divide up your target market.
● Geographic segmentation: Where people call home can drastically change how they
respond to interactions with your company. Learn where your target customers live, and
tailor your marketing efforts to account for their local values, whether they live in an
urban or rural area, their climate-specific needs and behaviors, and other traits.
● Psychographic segmentation: Some of your most subtle but powerful marketing insights
can result from informed psychographic segmentation. This research, for which surveys
are especially useful, allows you to divide your customers into groups based on their
lifestyle—their attitudes, values, habits, and opinions. Psychographic segmentation
helps decode the emotional elements of buying that might otherwise seem mysterious.
● Behavioral segmentation: Behavioral segmentation research reveals how customers
interact with your particular product or service. For example, how often do they buy it,
and where? Position your marketing differently for those who use your product as a daily
necessity versus those who see it as a 1/4 luxury and use it only occasionally.
How to create market segments
Segmentation typically occurs as part of a marketing, product, or customer support effort. Here
are a few times when you might seek to create segments:
● Market research: When you survey potential customers who are likely to consider your
product or service, you’ll have an opportunity to segment. For example, if you send a
survey questionnaire about a new product concept to a broad group of people, adding
demographic questions will help you understand the differing appeal to men and women,
who you might want to focus your marketing efforts on, and what shortcomings you need
to address to increase your market size. Segmentation can be a useful strategy, whether
you’re interested in concept testing, branding, or product development.
● Customer satisfaction: Whether you have customers, clients, or patients, it’s likely that
different people have different experiences with your brand. Adding questions to your
CSAT and NPS surveys that allow you to segment your customers makes it easier to
pinpoint issues and improve customer service.
To improve survey response rates:
● Be short and quick
● Offer incentives (entry into a contest or small discount)
● Buy a targeted audience
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Market segmentation surveys help you understand what different members of your target market have in common and how they differ. Here are a few different types of segments used by marketers: Demographic segmentation: some of the most critical data points on existing and potential customers are their basic demographics. These include income, gender, race, education level, and marital status. Demographic segmentation is often a useful way to divide up your target market. Geographic segmentation: where people call home can drastically change how they respond to interactions with your company. Learn where your target customers live, and tailor your marketing efforts to account for their local values, whether they live in an urban or rural area, their climate-specific needs and behaviors, and other traits. Psychographic segmentation: some of your most subtle but powerful marketing insights can result from informed psychographic segmentation.
