A “hybrid-segmentation” project conducted in collaboration with TUI-UK

TUI, a travel and tourism operator, provides an overview of a hybrid-segmentation project conducted in the UK to overcome the serious limitations of solus survey and database approaches.

Campaign details

Brand: TUIAgency: Bonamy FinchCountry: UK

Synopsis

1. Project background and overview of the problem we addressed

Consumer segmentation is the foundation for marketing activities for a huge number of businesses. Whereas several approaches to segmentation have evolved over the last few decades (personality, geodemographic, attitudinal etc.), a fundamental tension has remained: how to create a single segmentation that can operationalised across all organisational functions. Segmentations driven with brand positioning and communications in mind typically use survey data capturing higher level category attitudes and needs. Segmentations where product innovation is the primary focus look...

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