When huge events happen that change the way people think, feel and act (such as, say, a global pandemic), how can you be sure your segmentation is still valid?
Segmentations typically combine elements of attitudes and behaviour, and when both of these have changed it can be tempting to throw out the baby with the bathwater and start again. Given the time and money that goes into creating powerful segmentations that’s a huge hassle. To help you, we’ve developed a new approach that allows us to accurately check your segmentation and see how it’s been impacted by recent events; potentially saving you the time and money of having to rebuild a segmentation in a market and world that has changed. You can find out more about our approach here.