{"id":6156,"date":"2012-08-23T06:00:20","date_gmt":"2012-08-23T13:00:20","guid":{"rendered":"http:\/\/www.questionpro.com\/?p=6156"},"modified":"2023-03-27T05:23:24","modified_gmt":"2023-03-27T05:23:24","slug":"how-to-use-grouping-and-segmentation-to-uncover-hidden-opportunities","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/how-to-use-grouping-and-segmentation-to-uncover-hidden-opportunities\/","title":{"rendered":"How to use grouping and segmentation to uncover hidden opportunities"},"content":{"rendered":"<h2>What&#8217;s the most powerful component of marketing?<\/h2>\n<p>Many people say it&#8217;s the idea of differentiation; set 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.<\/p>\n<p>This is where QuestionPro&#8217;s grouping and <a href=\"https:\/\/www.questionpro.com\/blog\/what-is-market-segmentation\/\">market segmentation<\/a> features come in really handy. At its most basic level, grouping and segmentation allow you to compare and contrast how different groups answered your questions. And where you see differences, you may also spot opportunities.<\/p>\n<h2>How to group and segment your survey data<\/h2>\n<p>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:<\/p>\n<ul>\n<li><strong>Audience demographics: <\/strong>Specific audiences or attributes of audiences that might impact your decision. These could include gender, geography, age, education, etc.<\/li>\n<li><strong>Audience psychographics:\u00a0<\/strong>Another interesting possibility is to ask perception questions that will further profile your audience such as &#8220;I work best under pressure&#8221; or &#8220;Brand reputation is important to me&#8221;. \u00a0These attributes can give you big insights into what drives behaviors.<\/li>\n<\/ul>\n<p>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&#8217;s these distinctions that will help you create an offer product or service that really meets their needs.<\/p>\n<p>If you\u2019re interested in Customer Experience topics, we think you might enjoy reading: <a href=\"https:\/\/www.questionpro.com\/blog\/customer-effort-score\/\" target=\"_blank\" rel=\"noopener\">Customer Effort Score (CES): examples, definitions, and how to calculate<\/a><\/p>\n<h2>Setting up grouping and segmentation<\/h2>\n<p>There are three different types of grouping and segmentation options inside of QuestionPro:<\/p>\n<ol>\n<li><strong><a href=\"https:\/\/www.questionpro.com\/help\/320.html\" target=\"_blank\" rel=\"noopener\">Time-based grouping<\/a>:<\/strong> \u00a0This is an incredibly powerful time-saving tool. I&#8217;ve used time-based groupings to track customers satisfaction and <a title=\"Net Promoter Score Tells You Exactly What Your Customers\u00a0Think\" href=\"https:\/\/www.questionpro.com\/blog\/2012\/08\/08\/net-promoter-score-tells-you-exactly-what-your-customers-think\/\" target=\"_blank\" rel=\"noopener\">Net Promoter <\/a>score data on a survey that we ran every week. In fact, you can even automate the reporting process so that you receive an <a href=\"https:\/\/www.questionpro.com\/help\/320.html\" target=\"_blank\" rel=\"noopener\">automatic report<\/a>.<a href=\"https:\/\/www.questionpro.com\/blog\/how-to-use-grouping-and-segmentation-to-uncover-hidden-opportunities\/time-based\/\" rel=\"attachment wp-att-6158\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-6158\" title=\"time-based\" src=\"https:\/\/www.questionpro.com\/blog\/wp-content\/uploads\/2012\/08\/time-based.gif\" alt=\"image\" width=\"500\" height=\"419\" \/><\/a><\/li>\n<li><a href=\"https:\/\/www.questionpro.com\/help\/197.html\" target=\"_blank\" rel=\"noopener\"><strong>System-based variables.<\/strong>\u00a0<\/a> In many cases, asking fewer questions is better for getting higher response rates. \u00a0Using system-based variables will not only save your respondents time but will also give you more accurate data. \u00a0For example, let&#8217;s say you&#8217;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. \u00a0You can go inside your respondent list, and designate variables such as &#8220;Less than 5 transactions per week&#8221;, &#8220;More than 5 transactions per week&#8221; and then when you upload your list of respondents, you can choose to group the responses according to these pre-defined variables. \u00a0Here is how you set that up:<a href=\"https:\/\/www.questionpro.com\/blog\/how-to-use-grouping-and-segmentation-to-uncover-hidden-opportunities\/system_var\/\" rel=\"attachment wp-att-6159\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-6159\" title=\"system_var\" src=\"https:\/\/www.questionpro.com\/blog\/wp-content\/uploads\/2012\/08\/system_var.gif\" alt=\"image\" width=\"500\" height=\"395\" \/><\/a><\/li>\n<li><a href=\"https:\/\/www.questionpro.com\/help\/119.html\" target=\"_blank\" rel=\"noopener\"><strong>Data segmentation:<\/strong><\/a> \u00a0And 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. \u00a0With 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.<a href=\"https:\/\/www.questionpro.com\/blog\/how-to-use-grouping-and-segmentation-to-uncover-hidden-opportunities\/data_seg\/\" rel=\"attachment wp-att-6160\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-6160\" title=\"data_seg\" src=\"https:\/\/www.questionpro.com\/blog\/wp-content\/uploads\/2012\/08\/data_seg.gif\" alt=\"image\" width=\"500\" height=\"527\" \/><\/a><\/li>\n<\/ol>\n<p>And there you have it, three cool ways to look at your data and make better, more creative decisions.<\/p>\n<p><span data-preserver-spaces=\"true\"><strong>QuestionPro offers some of the most advanced customer experience tools available.<\/strong> Gain valuable insights into your customers\u2019 thoughts and feelings using\u00a0<\/span><a class=\"_e75a791d-denali-editor-page-rtfLink\" href=\"https:\/\/www.questionpro.com\/cx\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span data-preserver-spaces=\"true\">QuestionPro software<\/span><\/a><span data-preserver-spaces=\"true\">\u00a0today.<\/span><\/p>\n<p style=\"text-align: center;\"><span style=\"font-weight: 400;\"><a class=\"square-cta secondary-lined-cta\" href=\"https:\/\/info.questionpro.com\/meetings\/kenneth-peterson\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Book Demo<\/strong><\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>What&#8217;s the most powerful component of marketing? Many people say it&#8217;s the idea of differentiation; set yourself apart from the [&hellip;]<\/p>\n","protected":false},"author":128,"featured_media":120626,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[169,245],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to use grouping and segmentation to uncover hidden opportunities | QuestionPro<\/title>\n<meta name=\"description\" content=\"Grouping and segmentation allow you to compare and contrast how different groups answered your questions. 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And where you see differences, you may also spot opportunities.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.questionpro.com\/blog\/how-to-use-grouping-and-segmentation-to-uncover-hidden-opportunities\/\" \/>\n<meta property=\"og:site_name\" content=\"QuestionPro\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/questionpro\" \/>\n<meta property=\"article:published_time\" content=\"2012-08-23T13:00:20+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-03-27T05:23:24+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.questionpro.com\/blog\/wp-content\/uploads\/2021\/07\/Behavioral-Segmentation.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"992\" \/>\n\t<meta property=\"og:image:height\" content=\"594\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Ivana Taylor\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@questionpro\" \/>\n<meta name=\"twitter:site\" content=\"@questionpro\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Ivana Taylor\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.questionpro.com\/blog\/how-to-use-grouping-and-segmentation-to-uncover-hidden-opportunities\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.questionpro.com\/blog\/how-to-use-grouping-and-segmentation-to-uncover-hidden-opportunities\/\"},\"author\":{\"name\":\"Ivana Taylor\",\"@id\":\"https:\/\/www.questionpro.com\/blog\/#\/schema\/person\/5a547e9ba0ad62a9ffa6f12466a7a244\"},\"headline\":\"How to use grouping and segmentation to uncover hidden opportunities\",\"datePublished\":\"2012-08-23T13:00:20+00:00\",\"dateModified\":\"2023-03-27T05:23:24+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.questionpro.com\/blog\/how-to-use-grouping-and-segmentation-to-uncover-hidden-opportunities\/\"},\"wordCount\":561,\"publisher\":{\"@id\":\"https:\/\/www.questionpro.com\/blog\/#organization\"},\"articleSection\":[\"Customer Experience\",\"Customer Satisfaction\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.questionpro.com\/blog\/how-to-use-grouping-and-segmentation-to-uncover-hidden-opportunities\/\",\"url\":\"https:\/\/www.questionpro.com\/blog\/how-to-use-grouping-and-segmentation-to-uncover-hidden-opportunities\/\",\"name\":\"How to use grouping and segmentation to uncover hidden opportunities | QuestionPro\",\"isPartOf\":{\"@id\":\"https:\/\/www.questionpro.com\/blog\/#website\"},\"datePublished\":\"2012-08-23T13:00:20+00:00\",\"dateModified\":\"2023-03-27T05:23:24+00:00\",\"description\":\"Grouping and segmentation allow you to compare and contrast how different groups answered your questions. 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