Step 6: Profiling Segments

Abstract

Segment extraction leads to one or more segmentation solutions. They may have been pre-selected on the basis of statistical criteria. But statistical criteria are no substitute for user assessment. The profiling stage is the opportunity for all members of the segmentation team to inspect what characterises each of the resulting market segments, and to select which segment(s) to retain for the next step. Profiling is based on segmentation variables. This chapter discusses traditional and graphical statistics approaches offering insights into the essence of each segment. A checklist of tasks performed at this step is offered at the end of the chapter.