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>Segmentation have been produced internationally for home care, personal care, photo taking markets

>See 1WR quality scheme 

>Request a presentation or a quotation: enquiries@1WR.net

>1WR conducts research under ICC/ESOMAR International Code of Marketing and Social Research Practice

>Marketing Solutions issue 7 on TrendSetters' applications, GENIAZ brand, product and communication development; RapiTests; Market Research Tutorials
>Marketing Solutions issue 6 on NET inter-agency platform, some international projects and fair trade
>Marketing Solutions issue 5 on Objective and precise POS measures, environmental reports, and video platform
>Marketing Solutions issue 4 on RetailChecks for consumer electronics and appliances, internet solutions and qualitative innovations
>Marketing Solutions issue 3 on Portals for product creation, future interviews and RapiTests innovations (mobile solutions and product optimization)
>Marketing Solutions issue 2 on TrendSetters creative consultancy, RapiTests and RetailChecks

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>Embrace social and cultural change
>Optimize concept or product features
>Understand the whys and emotions
>Decrypt names and graphics
>Test products, ads, packs and designs
>Observe in real life situations
>Validate a launch or its elements
>Segment and target meaningfully
>Track various usage and attitudes
>Estimate markets representatively
>Check retail presence and prices

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User or consumer segmentation can help optimize approaches in order to offer different product or communication positions to suit different "needs".

Nature of needs and needs maybe determined through classical socio-demographic variables: for instance youth, mid-life and seniors but also more sophisticated "mental" variables such as psychological and psychco-graphical ones.

Segmentation is a powerful tool, especially when clearly explained so end users can integrate them in their business activities concretely.
1WR can either conduct specific fieldwork and/or use existing research information.

Representative population sampling is generally required, sometimes specific to a given screener: for instance owners of cable, owners of a PC.

Once fieldwork or data integration is complete, segmentation is performed.

Depending on total variance explanation of the total sample, an optimal number of segments is determined.
Segments are then described and characterized.

1WR uses a proprietary package with formulations that are most satisfactorily explainable (K-Means technique).
Reporting respects scheduling and the various stages of a project

A typical project comprises:

• A presentation of analytical findings with summary and recommendations, discussed and prepared with you
  
• A report introducing the methodology, the study and its objectives, its summary and recommendations, its main segmentation descriptions and appendices
  
• Summary tables are produced either as Excel spreadsheet tables or in Word files which include: result differences though significance tests help characterize segments; eventual spreadsheets to be used for external segment calculations; segmentation details and appendices