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  5. Segmentation 2.0 - Backup1

Segmentation 2.0 - Backup1

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Questions marked with a * are required Exit Survey
 
 
  Profile
 
 
* What is your market?
 
 
 
* What function are you in?
 
 
 
* What is your role?
 
 
  Overall satisfaction
 
Please answer the following questions about your current levels of satisfaction regarding Segmentation 2.0.
Very Dissatisfied Not Satisfied Neutral Satisfied Very Satisfied
* How satisfied overall are you with the Segmentation 2.0?
* How satisfied are you with the quality of the segmentation solution (i.e. it accurately captures the different types of LAS in my market)?
* How satisfied are you with the ease of understanding the findings?
* How satisfied are you with the ability of the Segmentation 2.0 to drive decision-making?
* How satisfied do you feel your function is with Segmentation 2.0?
 
 
  Your expectations
 
Please rate the extent to which you agree or disagree with the following statement.
Strongly Disagree Disagree Neutral Agree Strongly agree
* I feel like Segmentation 2.0 meets my expectations
 
 
 
* What role(s) do you expect Segmentation 2.0 to be useful for?
Multiple answers possible
 
Initial framing of a problem or challenge
 
Identify multiple segments
 
Understand multiple segments
 
Analyze LAS segments
 
Analyze LAS segments’ profitability
 
Understand LAS’ behavior
 
Relevant and focused messaging for key LAS targets
 
Touchpoint selection
 
Create and control budgets
 
Set brand portfolio strategy
 
Assess brand(s) positioning
 
Assess brand(s) fit
 
Identify new product opportunities
 
Identify emerging trends
 
Identify global similarities and connections
 
Reduce risk in deciding where a brand or offerings will be marketed
 
Reduce risk in deciding when a brand or offerings will be marketed
 
Reduce risk in deciding how a brand or offerings will be marketed
 
Reduce risk in deciding to whom a brand or offerings will be marketed
 
Help define additional research and information requirements
 
Provide input into problem-solving
 
Support and build commitment to recommendations and future plans
 
Brief agencies on creative and activation ideas
 
Support the roll out of new initiatives within the company
 
As part of sales support materials for external stakeholders
 
Post-execution reporting (or Tracking) stage
 
Other
 

 
 
 
* What role(s) do you use Segmentation 2.0 for?
Multiple answers possible
 
Initial framing of a problem or challenge
 
Identify multiple segments
 
Understand multiple segments
 
Analyze LAS segments
 
Analyze LAS segments’ profitability
 
Understand LAS’ behavior
 
Relevant and focused messaging for key LAS targets
 
Touchpoint selection
 
Create and control budgets
 
Set brand portfolio strategy
 
Assess brand(s) positioning
 
Assess brand(s) fit
 
Identify new product opportunities
 
Identify emerging trends
 
Identify global similarities and connections
 
Reduce risk in deciding where a brand or offerings will be marketed
 
Reduce risk in deciding when a brand or offerings will be marketed
 
Reduce risk in deciding how a brand or offerings will be marketed
 
Reduce risk in deciding to whom a brand or offerings will be marketed
 
Help define additional research and information requirements
 
Provide input into problem-solving
 
Support and build commitment to recommendations and future plans
 
Brief agencies on creative and activation ideas
 
Support the roll out of new initiatives within the company
 
As part of sales support materials for external stakeholders
 
Post-execution reporting (or Tracking) stage
 
Other
 

 
 
  Usage
 
 
Daily Weekly Monthly Yearly Never
* On average, at what frequency do you currently use Segmentation 2.0?
 
 
 
* Please tell us why you have never used Segmentation 2.0.
Multiple answers possible
 
I am not aware of the existence of Segmentation 2.0
 
I don’t know how to use Segmentation 2.0
 
Segmentation 2.0 is not relevant to my day-to-day activities
 
Segmentation 2.0’s findings are not accurate or up-to-date
 
The output has too much emphasis on the numbers rather than on the implications/insights
 
There is no reliable way to visually identify to which consumer segment someone belongs
 
The current solution does not represent the realities of my market
 
The output is too complex and confusing
 
The language utilized in Segmentation 2.0 is too complex and/or confusing
 
The pace of change in my market means the output becomes outdated quickly
 
It is not clear how it can support the needs of my function
 
It is rarely mandated as a required input into the work I do
 
I have not had sufficient training on Segmentation 2.0 to use it properly
 
It is difficult to access expert support when I need it
 
I find it difficult to link the findings with other tools
 
I find it hard to reconcile the findings with findings from other information sources
 
I don’t have confidence in the underlying academic theories
 
It does not come in an engaging delivery format
 
Other
 

 
 
 
* Please select the main reason(s) that prevent(s) you from using Segmentation 2.0 more often in your work?
Three answers maximum
 
Segmentation 2.0 is not relevant to my day-to-day activities
 
Segmentation 2.0’s findings are not accurate or up-to-date
 
The output has too much emphasis on the numbers rather than on the implications/insights
 
There is no reliable way to visually identify to which consumer segment someone belongs.
 
The current solution does not represent the realities of my market
 
The output is too complex and/or confusing
 
The language utilized in Segmentation 2.0 is too complex and/or confusing
 
The pace of change in my market means the output becomes outdated quickly
 
It is not clear how it can support the needs of my function
 
It is rarely mandated as a required input into the work I do
 
I have not had sufficient training on Segmentation 2.0 to use it properly
 
It is difficult to access expert support when I need it
 
I find it difficult to link the findings with other tools
 
I find it hard to reconcile the findings with findings from other information sources
 
I don’t have confidence in the underlying academic theories
 
It does not come in an engaging delivery format
 
Other
 

 
 
Please rate the following purpose(s) according to how well they are addressed by Segmentation 2.0?
Very Dissatisfied Not Satisfied Neutral Satisfied Very Satisfied
* Initial framing of a problem or challenge
* Identify multiple segments
* Understand multiple segments
* Analyse global LAS segments
* Analyse local LAS and culture-specific segments
* Relevant and focused messaging for key LAS targets
* Touchpoint selection
* Set brand portfolio strategy
* Assess brand(s) fit
* Identify new product opportunities
Very Dissatisfied Not Satisfied Neutral Satisfied Very Satisfied
* Identify emerging trends
* Identify global similarities and connections
* Help define additional research and information requirements
* Provide input into problem-solving at the market level
* Provide input into problem-solving at the global level
* Support and build commitment to recommendations and future plans
* Brief agencies on creative and activation ideas
* Support the roll out of new initiatives within the company
* As part of sales support materials for external stakeholders
* Post-execution reporting (or Tracking) stage
 
 
  Impact of Segmentation 2.0
 
Please rate the extent to which you agree or disagree with the following statements in terms of how helpful Segmentation 2.0 has been in your current role?
Not at all helpful Not very helpful Don’t know Fairly helpful Very helpful
* Find better solutions in my daily work
* Build a commercial plan
* Build commitment to commercial plan initiatives and secure budgets
* Build brand and new offers
* Craft messaging for local audiences
* Create a more effective brand portfolio
* Identify the best audiences and growth opportunities for international brands
* Identify the best audiences and growth opportunities for local brands
* Understand the competition’s portfolio strategy and the strengths/weaknesses
* Brief creatives
Not at all helpful Not very helpful Don’t know Fairly helpful Very helpful
* Generate ideas to explore further
* Communicate my strategy at the market level
* Communicate my strategy at the regional level
* Communicate my strategy to the OC
* Define new research and information requirements
* Identify emerging trends and opportunities
 
 
 
What do you feel would improve your usage of Segmentation 2.0?
   
 
 
 
* What do you think are the main benefits of having a consistent global approach to segmentation within the organization?
Multiple answers possible
 
Facilitate cross-market discussion and cooperation
 
Allow for cross-market comparison at a regional or global level
 
Identify opportunities for international brands across market
 
Identify and size opportunities for global new product development
 
Insure all markets use best practices approaches
 
Reduce the cost and speed of research
 
Speed the time from strategy development to execution
 
Enable the tool to be linked to current processes (e.g. Portfolio planning)
 
Other
 

 
 
 
* For the following statements, please select the one statement you believe more strongly in.
 
It’s better to have a global consumer segmentation, with the same segments across all the markets
 
It’s better to have a local consumer segmentation, where each market is able to name and define their segments following a global methodology
 
 
 
* For the following statements, please select the one statement you believe more strongly in.
 
It’s better to have as few consumer segments as possible, even if it means giving-up some granularity
 
It’s s better to have more segments to have as much granularity as possible
 
 
 
* For the following statements, please select the one statement you believe more strongly in.
 
It’ better to keep our current approach to consumer segmentation, with some slight enhancements
 
It’ s better to change our current approach to consumer segmentation
 
 
 
  Value of Segmentation 2.0
 
Please rate the extent to which you agree or disagree with the following statements.
Strongly Disagree Disagree Neutral Agree Strongly Agree
* I believe LAS’ testimonials in Segmentation 2.0 to be genuine/authentic
* I believe in LAS’ ability to explain why they choose a brand over another
* I am a confident in using Segmentation 2.0 findings to a high extent
* I believe Segmentation 2.0 is missing tendencies or expectations
* Segmentation 2.0 helps me better understand my local market
* Segmentation 2.0 helps me better understand global market dynamics
 
 
 
* Please select the statements you believe more strongly in.
 
Segmentation 2.0 is an actionable tool for marketing teams
 
Segmentation 2.0 is an actionable tool for the field force
 
Segmentation 2.0 can be an actionable tool for the field force, but the segments are not easily “identifiable”
 
Segmentation 2.0 is just one of many tools that provides a part of the understanding of my market
 
Segmentation 2.0 is important for all functions in order to have a consumer centric organization
 
Segmentation 2.0 is foundational to understanding my market and setting long-term strategies

 
 
  Segmentation support
 
 
* Have you ever been trained to use Segmentation 2.0?
 
Yes
 
No

 
 
Please rate the extent to which you agree or disagree with the following statement.
Very Dissatisfied Not Satisfied Neutral Satisfied Very Satisfied
It gave me the confidence to use it in my daily work
It has enabled me to be able to support other people in the use of the tool
It clearly showed me the different brand and business challenges that it can be used to address
It enabled me to fully use the tool without expert support
It had the right balance between theory and application
It helped me understand the available resources for additional support
It was a productive use of my time
 
 
 
Very low Low Neutral High Very high
To what extent do you see being trained on Segmentation 2.0 as a priority?
 
 
  Final thoughts
 
 
Are there any features on Segmentation 2.0 that you believe should be to added or removed? Anything that needs to be updated?
   
 
 
 
Are there any other comments you would like to share from your experience or expectations of Segmentation 2.0?