Opportunity Assessment Market Segmentation
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“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 -
I wanted to take a moment to thank you from the bottom of my heart for all the hard work on your end. We couldn’t have done this without you! I genuinely appreciate all your efforts and I did not want your support to go unnoticed.
Not only are you wonderful people, but have been excellent performers on this specific 'HUT'. I cannot thank you enough! The hard work has paid off with the very positive results.
Thank you again so much….
Product Development Manager, Major Food & Beverage Manufacturer
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“My experiences with RTi have been very positive. They have a can-do attitude from proposal stage thru report-out, and have turned around ad-hoc analyses well beyond the close of the study very quickly.
Sr. Manager, Market Research,
Pharmaceutical -
“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 -
“RTi is a true partner, advising and guiding our team on appropriate methodology, adapting approach to changing timelines and budget. The team is personable, and very, very responsive.”
Sr. Manager, Market Research,
Pharmaceutical -
“Our customers trust our products and we trust RTi to get the results.”
Director, Consumer Insights,
Food & Beverage -
“RTi is a trusted and valued business partner. The RTi team consistently adds value to the research process, and more important, to the interpretation and analysis of data. Their work is consistently high and their perspectives fresh and unique.”
Director, Consumer Insights,
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 -
“RTi continues to be one of my most trusted research partners. I count on RTi to deliver great results that help drive business results for my marketing partners.”
Sr. Manager, Marketplace Insights,
Financial Services -
“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
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.
