Market Segmentation

“Understands our business issues and provides study designs that ensure we meet our research objectives. This study was well executed, and results were delivered on time, with well-written summary and conclusions.”

Sr. Manager, Consumer Insights,
Food & Beverage
“I've heard great feedback from the team regarding the sessions, which served as both a refresher to some and a great introduction for others. We consider RTi a true research partner that really stands out from other research companies. We thoroughly enjoyed our time with, and we look forward to working together more in the future.”

Senior Research Director,
Fortune 50 Retailer
“Working with you is a real pleasure -- first you are always very thorough and thoughtful which makes my job so much easier, and then you are always so flexible and accommodating. Thank you!”
Sr. Manager Consumer Insights, Major Food & Beverage Manufacturer
This is a very nice report and I want to thank you all....it answers all my questions!

-Senior Research Manager, Major Snack Food Manufacturer
“I've worked with RTi on a wide range of custom research initiatives. RTi is customer service–oriented and delivers reliable results on-time and on-budget. Their staff is knowledgeable, thorough, and easy to work with.”

Market Research Manager,
CPG
“Working with RTi was wonderful … proactive in anticipating potential issues, providing solutions and making sure everyone was aligned before moving forward.”

Sr. Manager, Consumer Insights,
Food & Beverage
“RTi was a very responsive, intelligent, and dependable partner in all phases – from design/implementation to working through all analytical details, problems, and issues encountered in this complicated test.”

Sr. Manager, Consumer Insights,
Food & Beverage
"A special shout out for again bringing such value to the study – the speed and depth of analysis has made such an impact on the team in terms of pricing, package design and go-to-market strategies …"

Global Marketplace Insights
Sr. Manager

Multinational Financial Services Corp
“RTi’s expert staff provides high-quality service from the initial research proposal through the final report. They are dependable, extremely knowledgeable about methodologies, and go the extra mile to work through complex issues or challenges.”

Market Research Manager,
CPG
“After more than 12 years, I continue to work with RTi because they deliver excellent value. RTi provides expertise and quality service, and has been a great partner in research execution and data analysis.”

VP, Global Market Research,
Financial Services

Market Segmentation: Actionable Information Builds Success

A solid segmentation study is the benchmark upon which long-term strategic plans are built. These in-depth views of markets enable the development of appropriate strategic direction by defining and sizing customer or prospect segments. A successful segmentation study helps to prioritize limited marketing resources against the most valuable and “targetable” segments.

Successful being the key word …

All researchers know that a segmentation study is only successful if it is truly actionable. RTi has taken a novel approach to ensure actionability and success.

RTi’s unique two-stage segmentation solves the age-old “actionability problem” -- we employ a proprietary segmentation model to first find the demographic breaks that split a sample so that it segments as cleanly as possible on a set of needs or attitudes. Then, the model produces detailed, descriptive information on each segment, allowing it to be identified, located, and interpreted.

More useful and actionable than Classical Cluster Analysis — Classical techniques of attitudinal segmentation, like Cluster Analysis, divide people into meaningful groups. However, because the groups are not associated with an outcome measure or with background data, these traditionally developed segments are often not useful or actionable.

More involving and applicable than Targeting or CHAID — Targeting methods like CHAID produce groups that are related to an objective and are easily identifiable; but since CHAID doesn’t work well with attitudinal data, these groupings tend to lack depth and complexity.

RTi’s exclusive segmentation research has a proven track record of identifying segments that are interesting, useful, and most important, actionable.