How to Use Grouping and Segmentation to Uncover Hidden Opportunities

What’s the most powerful component of marketing?  Many people say it’s the idea of differentiation ; setting yourself apart from the competition.  Of course, you can brainstorm what sets you apart or you can dig into some data for some insights about your customers and then use that information to set yourself apart.

This is where QuestionPro’s grouping and segmentation features come in really handy.  At its most basic level, grouping and segmentation allows you to compare and contrast how different groups answered your questions.  And where you see differences, you may also spot opportunities.

How to Group and Segment Your Survey Data

The first step in grouping and segmenting your data is setting clear objectives and goals for your survey, that focus on exactly what decision you are trying to make. For example:

  • Audience demographics : Specific audiences or attributes of audiences that might impact your decision. These could include gender, geography, age, education, etc.
  • Audience psychographics: Another interesting possibility is to ask perception questions that will further profile your audience such as “I work best under pressure” or “Brand reputation is important to me”.  These attributes can give you big insights into what drives behaviors.

As you develop your survey, be present to your decision and all the different distinctions that could be possible depending on the client profile.  It’s these distinctions that will help you create an offer product or service that really meets their needs.

Setting up Grouping and Segmentation

There are three different types of grouping and segmentation options inside of QuestionPro:

  1. Time based grouping:  This is an incredibly powerful time saving tool.  I’ve used time based groupings to track customers satisfaction and Net Promoter score data on a survey that we ran every week.  In fact, you can even automate the reporting process so that you receive an automatic report.


  2. System-based variables.  In many cases, asking fewer questions is better for getting higher response rates.  Using system-based variables will not only save your respondents time, but will also give you more accurate data.  For example, let’s say you’re trying to figure out if people who are more active customers have a different perception of your company than those who are less active.  You can go inside your respondent list, and designate variables such as “Less than 5 transactions per week”, “More than 5 transactions per week” and then when you upload your list of respondents, you can choose to group the responses according to these pre-defined variables.  Here is how you set that up:


  3. Data segmentation:  And this is probably the most commonly used grouping and segmentation type because the number of variables that you can segment on is only limited by the number of questions in your survey.  With this grouping type you simply go to a specific question and ask it to group the responses based on how people answered a specific question.


And there you have it — three cool ways to look at your data and make better, more creative decisions.