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.
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
A shorter, 29-question version of their original survey that you can take yourself.
The complete 137 question survey and their results:
Benenson Strategy Group (BSG) Press Release
- EXCLUSIVE: The New American Center: Why our nation isn’t as divided as we think (nbcpolitics.nbcnews.com)
- Everyone Is a Centrist, According to People Who Love Centrists (theatlanticwire.com)
- The New American Center: Why our nation isn’t as divided as we think (nbcpolitics.nbcnews.com)
- No, there isn’t a “New American Center” (salon.com)