A Great Example of Segmentation

Working in an Agile environment we are often focused primarily on rapid and LEAN research–but sometimes the good old-fashioned kind leads to some very exciting results like this recent segmentation the Benenson Strategy Group did for Esquire and NBC.

They asked 2,400 people to answer a 137-question survey and used a k-means algorithm to form clusters of values, attitudes and demographics. They used the most clearly differentiated results as the basis for their segments. I have used these techniques frequently in the past and the results can be quite powerful and useful.

Esquire-Segmentation

Below are some links to the research but if you have a chance take a look at the November 2013 issue of Esquire magazine for a full description of the segments.

The online version of the Esquire article
http://www.esquire.com/blogs/politics/new-american-center-1113

The online NBC article
http://nbcpolitics.nbcnews.com/_news/2013/10/15/20960588-the-new-american-center-why-our-nation-isnt-as-divided-as-we-think?lite

A shorter, 29-question version of their original survey that you can take yourself.
http://nbcpolitics.nbcnews.com/_news/2013/10/15/20977799-quiz-are-you-a-member-of-the-new-american-center

The complete 137 question survey and their results:
http://msnbcmedia.msn.com/i/MSNBC/Sections/NEWS/NBCEsquireSurvey.pdf

Benenson Strategy Group (BSG) Press Release
http://www.bsgco.com/main/newsID/148/do/news_detail

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~ by severalfourmany on November 4, 2013.

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