UAI and Segmentation
UAI
Usage, Attitude, and Image (UAI) research is a critical component of market research that aims to gain valuable insights into consumers’ perceptions and behaviors towards a particular product, service, brand, or industry. UAI research delves into the minds of consumers to understand how they use, perceive, and feel about a specific offering, and it plays a crucial role in shaping marketing strategies and decision-making. Usage, Attitude, and Image (UAI) research can be conducted using both qualitative and quantitative research methodologies.
Segmentation
The main objective of segmentation research is to gain a deeper understanding of the various customer segments within a market. By identifying and defining these segments, companies can better focus their resources and develop personalized marketing strategies that resonate with the unique requirements of each group. The segmentation process typically involves the following steps:
- Market Analysis
- Data Collection
- Segmentation Criteria
- Segment Profiles
- Targeting Strategies
- Marketing Mix Customization
Quantitative research is instrumental in confirming and validating segment profiles identified through qualitative research
