Section 2: Market Research, Segmentation and Targeting
“Market Research … Actionable Insights Through Research … Segmentation and Targeting … Practical Consideration for Segmentation … Takeaways”
- Fundamentals of market research and segmentation and how to avoid some of the mistakes.
- Importance of understanding your customers and how to segment them.
- How research is a trade-off between speed and cost versus quality and risk.
- Differences between:
- primary and secondary research.
- qualitative and quantitative research and when to use which.
- business to consumer and business to business.
- Case study: How BMW segments their customers.