M/A/R/C's Segmentation Approach

M/A/R/C’s segmentation experience has demonstrated that adherence to a few key principles in the design of a program greatly enhance the program’s success. To ensure results of the segmentation study will be actionable and easily adopted by our client’s management, enCompass incorporates the following principles and practices:

		Ask the right questions. Utilize results from previous client research as the basis of this principle. Partner M/A/R/C’s experience and the client’s knowledge of customer needs, so needs and benefits highlighted in the questionnaire are fully relevant to consumers in content and word choice.
		Begin with the end in mind. Segmentation is most powerful when the key segments can be identified in the population and efficiently targeted for marketing communication and program development.
		Involve key stakeholders in every phase of the research process. A project kick-off meeting provides an opportunity to set and manage expectations, as well as the chance to elicit input for questionnaire development. Continued communication with key stakeholders throughout the project promotes ownership in the segmentation solution and buy-in to the implementation strategies derived from the project.

M/A/R/C developed the enCompass approach to segmentation to ensure the final product we deliver to our clients is an insightful and actionable solution. We know each stage of the process is only as good as the stage before it. Therefore, from start to finish M/A/R/C takes great care to make sure every phase of the project is optimized.

enCompass represents what we have found to be best practices when conducting a segmentation study.

For case studies, or a proposal featuring an enCompass solution, please at 800.884.MARC (6272).