As attitudinal segmentations are usually based on surveying a smaller sub-group and not based on data which can be easily applied to customers on your database, bridging attitudinal segmentations can be a challenge and is not always a straightforward process. However, it is a great way to provide a consistent customer experience.
So, what is attitudinal segmentation and what considerations should an organisation have when it comes to their approach for bridging an attitudinal segmentation?
What is attitudinal segmentation & how to bridge an attitudinal segmentation
Attitudinal segmentations are typically created using data from quantitative surveys. They can be a powerful tool for delivering rich insights into customer and prospect mindsets and provide a valuable framework for organisations to engage customers effectively through an in-depth understanding of their needs, attitudes and motivations.
Being able to treat customers consistently throughout the marketing funnel helps to establish a relationship with them and deliver resonating messages that will drive increased engagement. Once someone becomes a customer, they will expect to see the same messages that originally struck a chord with them reflected and developed in their ongoing journey with you.
The economic and social disruption since the pandemic has permanently changed consumers and their expectations of brands, so ensuring your online messaging aligns with these changes is increasingly important. We consistently see organisations that are personalising messaging for their customers increasing their market share, net promoter scores, return on investment and profitability. With this in mind, being able to make your attitudinal segmentation actionable on your database should be a key part of your customer engagement strategy.
Key questions to address the challenges of bridging an attitudinal segmentation onto your customer base
There are no two ways about it – data is key to tackling this challenge and making it actionable. To achieve this, you should ask the following five questions to get started:
- Where and who created the segments? Were the segments created by your organisation or a media/research partner? This is pertinent to understanding if you can get to the raw data or in understanding the level of granularity of data you can obtain.
- What data is there? Do you have access to the responder level data or tables by segment or Pen Portraits? The data you can reach will determine the method of bridging that can be used.
- Were questions only posed to your customer base or to the wider population? What types of questions were asked and were they personal to the organisation or more generalised? This can impact the resulting solution.
- Are there any behavioural traits reported within the data that were part of the same survey? Wider data beyond pure attitudes can be helpful to model this back to the database.
- Were any demographic questions asked or was postcode captured? This can help the process of creating the link between segments and customer base.
While bridging an attitudinal segmentation can be challenging, these questions will help identify how simple or complex the solution will be.
Key techniques for bridging attitudinal segmentation
Depending on the granularity of the data your organisation has access to, the following techniques can be leveraged:
- Responder level data: As this is the most granular form of data, it produces the most accurate results. Techniques here include modelling each of the segments by using a mix of the responder data and CACI’s own data to score this up against a customer database before validating this against the responder panel.
- Tables by segment: We can compare each customer’s results to the segment averages based on a combination of multiple data points. Validation is key through profiling and sense checking the segment distribution.
- Pen Portraits: Here we would use a rules-based approach to recreate segments based on high-level views of the segment to capture the different blend of information that you have to bridge the data. As before, the final step of validation is key to ensuring the solution’s accuracy.
If raw data is inaccessible or unavailable, the following alternative methods can support:
- Adding golden questions to market panels: This will provide more demographic and behaviour traits which support the bridging process.
- Surveying the whole customer base with golden questions: Responses can often be skewed to particular segments, however, and some consumers may be more inclined to answer than others.
Considerations at the start of an attitudinal segmentation journey
Including key customer traits
When beginning an attitudinal segmentation, our first recommended consideration would be to include some key customer traits. Including additional questions such as demographic markers (postcode, gender and age band) will support segmentation mapping on to the database.
Cross-team engagement
Cross-team engagement will be invaluable to ensure the segmentation meets goals and drives value. This will help flesh out what the segmentation will be used for now and in the future, as well as gauging what you need from the segmentation and building it accordingly. It is also pertinent in getting buy in as early as possible to ensure teams are engaged when the solution is rolled out.
Backing segmentations with research
Another solution would be to build the segments first and then use research to enhance them with attitudinal values. This solution can work well with one of the benefits of running focus groups to bring life to the segments rather than using the attitudes to drive the segmentation.
Ultimately, it is about finding the right balance that works for your organisation based on wants and needs. Attitudinal segmentations can bring excellent insights but are limited in their applications across a database. Fundamentally, it is a process of ensuring that through engaging the whole organisation, your solution is optimised to meet strategic aims.
How CACI can help
CACI is in a unique position with a UK-wide dataset on all adults, encompassing over 800 variables that we can use to profile and create proxy variables to support the possibility of a successful bridging exercise. We help solve the challenges associated with bridging attitudinal segmentation for leading organisations many times each year.
To learn more about getting the most out of your segmentation and how CACI can support you through this journey, get in touch and we can discuss your challenges in more detail.