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2017 Winter School - Course 2 -Foundations of Segmentation - Luke Starick

20th Jul 17

Foundations of Segmentation - Luke Starick

Segmentation identifies different groups in a market in order to target specific products and services for each group or segment. This workshop will examine a number of different approaches to segmentation so that participants will be able to select and adapt the right approach to each research problem.

These approaches include:
• A-priori segmentation - A Priori (pre-existing) segments are the most basic way of creating market segments. In A-priori segmentation, the market is split according to pre-existing demographic criteria such as age, sex or social economic status.
• Usage segmentation - in a usage segmentation customers are either split according to their weight of use, or usage can be considered in terms of time and place.
• Psychographic segmentation - groups can be targeted by what they think and how they feel, rather than just who they are. This is valuable in determining branding strategies.
• Needs based segmentation - needs-based segmentation are based on either stated or implied needs based on motivations or behaviours. Needs based segments are typically actionable as you know what drivers and performance the product or service has to satisfy.

This workshop will help determine the most appropriate segmentation technique to use for each type of research problem, with guidelines on how the segmentation can be executed.

Luke Starrick

At Nielsen, Luke is a Director in the consumer insights team in Australia. He is responsible for customer experience and data science in the consumer insights team, and also works with clients on projects covering brand health and shopper research.

Previously Luke was the regional head of Statistical Consulting and Analysis, responsible for statistical analysis on research data to provide succinct insights, sample design, and training on market research statistics. In 2004 Luke received the Nielsen Customised Client Service Executive of the Year award.

Luke has worked at Nielsen since 2003. Prior to this, he worked at DBM Consultants and at the Australian Bureau of Statistics. Luke has an Honours Degree in Statistics from the University of Adelaide. Luke has experience in many research applications, including customer satisfaction, segmentation, advertising, brand tracking, and pricing.
His experience covers many industries, notably packaged consumer goods, financial services and automotive.


Start Time:
8:30 AM

The Grace Hotel, 77 York Street, Sydney

Non-member Price:
AU $ 660 (Inc. GST)

Member Price:
$440.00 (Inc. GST)

Your Price:
AU $ 660.00 (Inc. GST)

Places Available: 12

Registrations Open:
27th Apr 17 12:00 AM