Consumer Segmentation: an Activation Journey

Corporate Research Track

Segmentations are hard to activate. We experienced it at WS Audiology when we engaged in consumer segmentation work, commissioned after two firms, with different brands and cultures, had merged. Our activation journey included forward and backward steps. Forward by envisioning the purposes of segmentation in the business model. Backward by utilizing creative activation approaches and making explicit leadership calls. At the heart is an active leadership position that we took as market research professionals.

Gerard Loosschilder, WS Audiology | Marco Vriens, Kwantum Analytics