How to Achieve Smarter Market Segmentation
With finite budgets, organizations must be disciplined in focusing their resources on targets that represent the highest ROI. But too often, when it comes to selecting priority targets, we are merely guessing.
GLG’s Survey Director, Geoff Chu, has worked to combat this issue throughout his career. During this webcast replay, he discusses Holistic Segmentation; a smarter approach for segmenting your market.
Here is just a sample of the questions covered:
- How often do you find segmentation studies validate what you already believe vs. uncover new information?
- How frequently should an attitudinal segmentation be updated/revisited?
- Can mixed types of data be included in a given segmentation?
Duration: 56 minutes
About the Speaker
Geoffrey Chu is a director leading GLG’s surveys team and is a quantitative market research specialist specializing in methodology and analytics. He has over 8 years of experience utilizing various techniques such as conjoint exercises, MaxDiffs, and pricing models. Geoff is also experienced in analytics, integrating both primary and secondary data to lead quantitative studies, such as market segmentations. Prior to his career in market research, Geoff was a medical researcher developing predictive models for neurodegenerative diseases.
Geoff holds a BS in chemical and biomolecular engineering from Johns Hopkins University, a master’s degree in Biotechnology from the University of Pennsylvania, and an MBA from New York University’s Stern School of Business.