Segmentation

Segmentation is a vital element of sound advertising strategy and branding. Why use segmentation research? Because knowing your ideal target audiences based on testing will vastly improve your chances of reaching the right people. Being familiar with the demographics and psychographics of your distinct targets will help with long-term acquisition and retention strategy by giving the brand an inside perspective into behavioral and attitudinal traits.

Establishing clear segments also gives brands the ability to create personas. These personas lend a voice to your segments and humanize them so their traits and behaviors are more tangible. We can bring your respective audiences to life by creating one or multiple personas that represent each segment. These personas give insight into the following aspects:

  • What they’re saying
  • Shopping behavior
  • Habits
  • Channel Usage
  • Social influencers
  • Trends
  • Culture
  • Beliefs
  • Demographics

Provoke Insights conducts unique and groundbreaking segmentation research studies and is a leader in conducting segmentation research. We use quantitative survey data to develop meaningful consumer segments that provide information on demographic, psychographic, and media usage behavior. Utilizing an advanced analytics, we create  segments that are not only manageable but also sizeable targets that are sufficient to warrant investment.

Provoke Insights also leverages insights selfie videos to humanize your target audience by recording each segment on-the-spot, open-ended thoughts and reactions to the product after the segmentation research is conducted. This method lends further context to the ideal target audiences. This type of research brings the segments to life in their own environment, allowing the audience to let their guard down. This not only brings authenticity to the segmentation research but also personalizes the cohorts. The nuanced attitudes that are revealed in the videos are not always evident in a traditional research setting. These quick-turnaround videos gain a better understanding of brand usage in the appropriate context.

Primary research consulting

Provoke insights provides primary research services