Traditional segmentation focuses on clinical attitudes and behaviors in order to identify where customers sit today and how their behavior and attitudes need to be maintained or shifted within the market. This approach often misses two key factors: actionability (the ability to identify these consumer segments in the real world) and influenceability (what drives particular attitudes and behaviors to begin with?). Incorporating both secondary data and measures of cognitive bias can address these issues. Cognitive biases are subconscious shortcuts that help us process information and make decisions; these biases are inherent within individuals and are durable and difficult to influence. Understanding which biases are driving the attitudes and behaviors of customers helps tease apart monolithic segments to understand how marketing can influence attitudes and change behaviors at an individual level. This talk focuses on how to best capture and incorporate cognitive biases, clinical attitudes, behaviors, and secondary data into a robust segmentation model.
Presented by Optibrand Rx
