Insight, the Secret Ingredient Missing From Segmentation Studies

By | 2016-11-04T16:57:58+00:00 November 7, 2013|Insights, Right Hemisphere, Viewpoints|
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Photo credit: Svilen Milev

Tales From the Right Hemisphere, the blog that plugs into the right brain and connects the emotional and intuitive actions that result in decisions.

Insight, the secret ingredient missing from segmentation studies.

As marketers we often commission large segmentation studies. These studies help us understand market potential and help us sort our prospects into fairly large buckets. Having seen many segmentation studies, we usually end up with 4, sometimes 5 segments.

In the healthcare arena, these segments are typically as follows:

Segment 1: Self-motivated and stays on top of their condition. While they appreciate their physician’s advice, the physician is an aid to their own decision-making process.

Segment 2: Motivated by external input. This group needs a nudge, usually a family member to push them to act and keep them on track with taking their medicine. They rely heavily on the physician’s advice and rarely ask questions, unless prompted by a family member.

Segment 3: It’s not that bad and I’ll ignore it for now. Often asymptomatic, or with very mild symptoms, this segment can’t see the value of treating.

Segment 4: Woe is me. This group often has significant comorbidities and is overwhelmed by their conditions. Being overwhelmed, they are more comfortable ignoring their health issues as best they can and are difficult to motivate.

There we have our basic segments. Along with the descriptions, we get significant demographic information and sometimes a little psychographic information. We have a good idea of where they live, their household income, if they have insurance, if they’re married, and if they have kids. We often find out what shows they are most likely to watch and what their hobbies might be.

What we are missing is why they make the decisions that they do.

Decision-making is a complex undertaking. It can involve logic, emotion, habit (little active thought), desire to belong, etc. Healthcare decisions tap into a different set of criteria and emotions than say, a new car purchase. Both are important decisions, but they are made differently.

We know from experience that our target often has trouble telling us why they really made a decision.

Insight shines a light on why decisions are made. Insight takes the entire person into account to uncover the essence of decision-making. Understanding our consumers’ needs, wants, and desires will help us understand why they make the choices they do.

Join us as we search for insight into decision-making.

How many decisions did you make today? How much time did you spend making them?

Let me know, I’m here.

About the Author:

Malcolm MacKenzie
SVP, Strategic Planning and Customer Insights

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