At Vantage Point, we integrate traditional segmentation methodologies to create an truly in depth view of the customer.
Traditional segmentation typically looks at only a single dimension of interest – which is not defined clearly enough to uncover predictive information about consumers. By contrast, Vantage Point Segmentation is designed to fully reflect the complexity of consumer decision making by utilizing a comprehensive, multi-dimensional approach to reveal three key factors that drive consumer purchase and usage decisions:
Needs: The underlying emotional and rational requirements that are served by a product’s attributes and its positioning.
Attitudes: The consumer’s beliefs and emotions that drive choice and behavior.
Behaviors: The measurable actions taken by the consumer and their everyday actions today.
Our exclusive Vantage Point Segmentation methodology creates a matrix of a customer or prospect needs, attitudes and behaviors, and then clusters like groups into a Vantage Point-based segmentation schema. These segments have identifiable, common emotional requirements and will respond similarly to pricing, sales promotions, and product features.
What does all this mean? Needs are what consumers claim they want in a product or service. Attitudes reveal how using a product or service makes them feel, or could make them feel. Behaviors uncover the disconnect between what consumers say they need and want, and what they actually do to fulfill their needs and wants.
Your customers and prospects are complex individuals with intricate thought processes. Vantage Point Segmentation cuts through that complexity and the result is the ability to speak specifically to the needs, attitudes, and behaviors of your customers and prospects, and speak to them in a voice and tone they comprehend and appreciate.