by RTi Research | Nov 14, 2017 | Analytics, Brand Strategy, RTi Blog, Segmentation, Uncategorized
One of the fundamentals of marketing is that a brand cannot be “all things to all people.” To optimize efforts and profitability, sales initiatives need to be sharply focused on those demand-side market targets that are most inclined to buy your product or service.... by RTi Research | Feb 22, 2016 | Brand Strategy, Segmentation, Social Media, Uncategorized
As we noted last month, Millennials are an attractive target for many U.S. marketers. They clearly deserve to be based on their value: numbering some 75-80 million, they have tremendous aggregate buying power. And they are relatively easy to reach, given their active... by RTi Research | Jan 20, 2016 | Brand Strategy, Segmentation
To be sure, the Millennials have arrived with great fanfare and the keen attention of marketers. And why not! According to Pew Research Center and U.S. Census Bureau, as of 2015, residents who are in the 18-34 age cohort number around 75 million, overtaking the Baby... by RTi Research | Nov 23, 2015 | Analytics, Brand Strategy
Historically, tactical research initiatives and “tests” have been heavily reliant on monadic or comparative action standards: “The winning concept must achieve a top box, threshold purchase interest of x%” or… “The test product reformulation must evoke an overall... by RTi Research | Aug 18, 2014 | Segmentation
Many of us first learned to think about segmentation research as a powerful strategic tool for identifying optimum brand portfolio targets and the matching purchase drivers. Today, there are more than a few customer insight and marketing managers who, through...