Programme

Morning

• What is segmentation and why segment?
• Designing a segmentation study
• Analyzing segmentation data with clustering and tree methods

Afternoon

• Descriptive and predictive Latent Class Models
• Special topics in segmentation:
  • Multicountry segmentation
  • Product segmentation
  • Multiway segmentation
  • Multilevel segmentation models
  • Restricted segmentation models

Testimonials

Some of the feedback received from past participants:

"Clear and progressive approach to the pros and cons of the different methodologies treated."

"Very practical and useful guidelines for improving segmentations."

"Very clear, easy to listen and understand."

ADVANCES IN MARKET SEGMENTATION

Making better decisions

Workshop overview

If you want to achieve a competitive edge in today’s market place, you need the concepts, tools and techniques segmentation can offer. Identifying the needs of different groups is at the heart to marketing and the numerous pitfalls that even the most experienced researcher can encounter need to be explored. Using case studies and success stories this workshop provides insight into the design, development and analysis of segmentation. You can expect to:

• Review the most up-to-date predictive and descriptive segmentation methods as compared to traditional techniques.
• Discuss the risks, pitfalls and latest best practices in measuring and scaling multi-country studies.
• Understand the effects of sampling and weighting on segmentation results.
• Understand the benefits of different methods for post-study segment assignments.

You should have a good working knowledge of segmentation and be comfortable with traditional statistics.

Level

Advanced

Workshop Leader

Steven Cohen
Partner, In4mation Insights

ESOMAR reserves the right to alter or cancel, without prior notice, any of the arrangements relating directly or indirectly to a workshop, for any circumstances beyond ESOMAR’s reasonable control. ESOMAR will nor accept liability for any losses and/or damages participants may suffer on account of alteration or cancellation. Participants are advised to arrange adequate travel and health insurance.