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Highly differentiated:   Segments must be highly differentiated from one another across a common set of variables.

Homogeneous:   Within each segment, a homogeneous set of beliefs logically defines the segment and is tightly linked to behaviors.

Identifiable:  A subset of variables must accurately and efficiently classify each consumer into the correct segment.

Clearly Defined: Each target segment’s underlying belief structure must be convertible into a compelling marketing strategy and set of tactics.

Stable: The segments are formed discretely by a stable set of variables so that each time a similar population is scored; there is no material change to segment incidences.

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              Vantage Point Segmentation Execution:

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  • A study is conducted via a detailed online survey that probes customers/prospects and their needs, attitudes and behaviors.
  • The study is executed against both customers and prospects (if appropriate).
  • Each respondent is led to an online survey tool and participates in the survey.
  • The entire survey process is fielded and closed within two weeks.
  • Respondents are offered notable incentives to complete the survey such as gift certificates.

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