GfK SegMentor

A Consultative Approach to Your Segmentation Initiatives

GfK see segmentation as a process, not a single technique. We have built our philosophy on decades of experience in global segmentation. The result is GfK SegMentorSM — a consultative four-step approach to segmentation, tailored to your unique challenges.

GfK SegMentor is delivered by specialists from the GfK Research Center for Excellence Marketing Sciences team and supported by some of the most robust technical and proprietary analytical tools in the industry.

GfK SegMentor puts equal emphasis on planning, research, analysis and action-based utilization, ensuring that your results are not merely interesting, but actionable. As experts in segmentation, GfK makes the process straightforward and worry-free, as we guide you through each step:

 

Step GfK Tools

1. Preparing for success by establishing objectives, internal

needs, resources and constraints, background, complexity, and framework.
  • Segment selection
  • Stakeholder interviews/workshops
  • GfK panel data
  • GfK Roper Reports® (US and WorldWide) and US MRI data


2. Exploring behaviors, needs/benefits, attitudes, and barriers; obtaining consumer language, for more accurate results; and developing and testing segmentation hypotheses.
  • GfK Qualitative & Ethnographic Services
  • GfK panel data
  • GfK Roper Reports® (US and WorldWide) and US MRI data


3. Developing a meaningful framework of differentiated consumer segments; and meeting criteria defined in the preparation phase, and defining and describing consumer segments for targeting.
  • GfK quantitative services
  • Segmentation analysis techniques
  • Evaluation workshops
  • Illustration techniques


4. Implementing our findings and obtaining buy-in throughout your organization, developing segment strategies, applying them to and linking to your databases, and helping you track and demonstrate success.
  • Implementation workshops
  • Deep dive for segment understanding
  • Tracking
  • Data mining and modeling

Driven by a Global, Fact-Based Consultancy

At every step in the GfK SegMentor process, your segmentation initiative benefits from the experience, executional prowess, and rich resources of GfK.

The GfK Research Center for Excellence Marketing Science team excels at translating your business objectives into research design, implementing research, developing segments with high technical quality and business utility, and building in applicability to your future research and to your databases.

With your GfK account team, these experts will hand-select the most appropriate solutions from GfK’s toolbox of technical applications, choosing from many options—from latent class (finite mixture) models and K-means algorithm to linear and non-linear canonical segmentations. Your consulting team may also apply one or more of GfK’s proprietary segmentation tools to your initiative:

ValueScopeSM, our global approach to understanding personal, brand, corporate and employee values.

INFLUENTIALSSM Segmenting, including the Category INFLUENTIALS segment—analysis of passionate, informed and active consumers in a variety of categories.

GfK Roper Green Gauge®, measuring US consumer attitudes toward the environment.

Every tool recommended for your segmentation program by GfK SegMentor incorporates years of best practices— further ensuring the actionability of your program results.

Finally, because we’re part of GfK—one of the world’s largest research firm—you get the enormous benefit of our global perspective and insights.

GfK SegMentor delivers the superior customer insights that lead to growth. It’s another way GfK helps you achieve Growth from Knowledge.

To learn more about how GfK SegMentor can support your growth initiatives, contact us today.