Capabilities

Solutions

	Awareness and Image Studies

	Market Feasibility and Competitive Intelligence

	Product Testing and Pricing Research

	Market Segmentation

	Purchase Decision Dynamics

	Customer & Employee Satisfaction and Loyalty Studies

	Political Polling

Methodologies

	Focus Groups

	Representative Telephone Surveys

	Email Surveys

	Mail Surveys

	Intercept Interviews

	Internet-Based Research

	In-Depth Interviews

Market Segmentation Research

Market Segmentation Variables:

Key Buying Factors

Need States

Usage/Purchase Occasions

Occasions

Lifestyles

Psychographics

Demographics

Geographics

Behaviors

Opinions and Attitudes

There is no single correct way to segment a market. The broad strategic direction of the company, hypothesized segmentation schemes, and/or the capabilities of the organization should drive the particular approach taken.

To determine how best to conduct market segmentation, Market Street Research considers a number of segmentation approaches. For example, a segmentation strategy can be based upon frequency of use of a product or service, occasions of use, and/or the benefits consumers derive from a specific product or service. Once the best method is identified, we use the most appropriate marketing research tools to define the segments.

The market segmentation approach we use most frequently is to conduct factor analyses to ascertain the underlying structures in the data, then to identify market segments by conducting a discriminant analysis, and finally conduct a variety of tests in order to characterize and describe the individual market segments. Our approach is flexible, customized, and designed to deliver highly actionable market segmentations based on:

MSR's depth of experience in a variety of market segmentation research methods; and
Multi-tiered market segmentation methods designed to support an array of strategic, marketing, and sales applications.

MSR's Primary Market Segmentation Research Tools

Factor and Cluster Analysis Using Rating Scales
Conjoint, Choice or Latent Class Modeling using consumer trade-offs
Logistic Regression and Neural Network Modeling for behavioral modeling
Simple, easy-to-interpret supporting techniques, such as crosstabs

MSR maintains ongoing working relationships with Ph.D. level statisticians affiliated with the Pioneer Valley's colleges and the University of Massachusetts. Our collaboration with these specialists enables us to offer state-of-the-art, highly technical yet decision-oriented market segmentation analyses that allow companies to make decisions effectively and act on the information we provide.

Healthcare Marketing Research

Market Street Research has considerable experience and expertise in utilizing market segmentation research tools and methods in the research we conduct for clients in many industries, including for organizations in the healthcare field. In fact, conducting healthcare marketing research is one of Market Street Research's greatest strengths. Since 1980, MSR has designed and conducted many hundreds of healthcare marketing research studies for healthcare providers ranging from internationally respected academic medical centers such as Massachusetts General Hospital, Cleveland Clinic and Johns Hopkins, health systems such as Partners Healthcare and Memorial Hermann, as well as for many regional and community-based hospitals, specialized clinics, and physicians' practices serving urban, suburban and rural markets across the United States. Learn more about our expertise in the field of healthcare marketing research.

Please contact us to discuss how Market Street Research can help you achieve your goals.

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