Opportunity Assessment Market Segmentation
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"Thanks so much for the great work that you guys do. It’s always a pleasure to work with RTi!!! You guys are heads and shoulders above your competition!"
Consumer Insights Manager, Major Snack Food Manufacturer
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“I've heard great feedback from the team regarding the sessions, which served as both a refresher to some and a great introduction for others. We consider RTi a true research partner that really stands out from other research companies. We thoroughly enjoyed our time with, and we look forward to working together more in the future.”
Senior Research Director,
Fortune 50 Retailer -
"Two junior members of my organization were walked through the Quick Courses with RTi. Both felt that they received a helpful and thorough overview of the key research and business issues around Product and Concept testing. I was happy to have them hear the perspective of one of our key research partners rather than simply reading a company manual as an introduction."
Senior Research Manager,
Fortune 50 Food Company -
“Understands our business issues and provides study designs that ensure we meet our research objectives. This study was well executed, and results were delivered on time, with well-written summary and conclusions.”
Sr. Manager, Consumer Insights,
Food & Beverage -
“RTi left no stone unturned to make sure we were getting exactly the right people and answering the right questions – all under a very tight timeline. They did a terrific job and the results have been embraced into the plan.”
Sr. Manager, Consumer Insights,
Food & Beverage -
I wanted to take a moment to thank you from the bottom of my heart for all the hard work on your end. We couldn’t have done this without you! I genuinely appreciate all your efforts and I did not want your support to go unnoticed.
Not only are you wonderful people, but have been excellent performers on this specific 'HUT'. I cannot thank you enough! The hard work has paid off with the very positive results.
Thank you again so much….
Product Development Manager, Major Food & Beverage Manufacturer
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“RTi led the project and provided superior guidance on the test design and methodology, and quickly grasped the marketing objectives.”
Sr. Manager, Consumer Insights,
Food & Beverage -
“RTi’s expert staff provides high-quality service from the initial research proposal through the final report. They are dependable, extremely knowledgeable about methodologies, and go the extra mile to work through complex issues or challenges.”
Market Research Manager,
CPG -
“RTi consistently provides high-quality work, meets tight timelines, and, most important, is a pleasure to work with. I truly value them as partners.”
Sr. Manager, Marketplace Insights,
Financial Services -
“I know when I get a report from RTi it will be 95% ready; with others I have to spend so much time reworking and rewriting.”
Market Research Manager,
CPG
Market Segmentation: Actionable Information Builds Success
A solid segmentation study is the benchmark upon which long-term strategic plans are built. These in-depth views of markets enable the development of appropriate strategic direction by defining and sizing customer or prospect segments. A successful segmentation study helps to prioritize limited marketing resources against the most valuable and “targetable” segments.
Successful being the key word …
All researchers know that a segmentation study is only successful if it is truly actionable. RTi has taken a novel approach to ensure actionability and success.
RTi’s unique two-stage segmentation solves the age-old “actionability problem” -- we employ a proprietary segmentation model to first find the demographic breaks that split a sample so that it segments as cleanly as possible on a set of needs or attitudes. Then, the model produces detailed, descriptive information on each segment, allowing it to be identified, located, and interpreted.
More useful and actionable than Classical Cluster Analysis — Classical techniques of attitudinal segmentation, like Cluster Analysis, divide people into meaningful groups. However, because the groups are not associated with an outcome measure or with background data, these traditionally developed segments are often not useful or actionable.
More involving and applicable than Targeting or CHAID — Targeting methods like CHAID produce groups that are related to an objective and are easily identifiable; but since CHAID doesn’t work well with attitudinal data, these groupings tend to lack depth and complexity.
RTi’s exclusive segmentation research has a proven track record of identifying segments that are interesting, useful, and most important, actionable.
