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Analysing results for different segments
Analysing results for different segments

Learn more about the value of analysing different segments and how to do this in the Attest dashboard

Updated over a week ago

What is market segmentation?

Segmentation is a way of splitting up your target market into categorized groups. By grouping your audience into various segments you’re able to:

  • Leverage this in product, sales, and marketing strategies

  • Create stronger and more targeted messaging

  • Drive new product innovation

  • and much, much more...

Your segments can be described as a group of people who share one or more common characteristics. Market segmentation is usually divided into demographic segmentation, geographic segmentation, behavioural segmentation and psychographic segmentation.

As long as your segments are up to date, informed with proper data, and are large enough to target with certain advertising efforts, they can help focus your commercial teams' efforts on which consumers you should invest time and energy in.

Do you want to learn more about how to create these segments for your business? Read about different segmentation strategies you can implement.

Creating and analysing segments on the Attest dashboard

You can easily compare your results for various segments on the “Crosstabs” page of your Results dashboard. You can quickly add single demographics or answers to questions on the right hand side panel, or choose to create segments, which allows you to combine different conditions into one.

How to create segments

  • Click on “create” to create a new segment.

  • Choose a name for your segment e.g. Gen Z - Non TikTok users

  • Add your conditions. You can add demographics (age, gender, income), country, answers (to single choice, multiple choice and grid questions) and waves (when you’ve send your survey multiple times). You can choose between “IS” and “IS NOT” when adding a conditions.

  • Choose if you want to connect your conditions with “AND” or “OR” logic. If you have three or more conditions and you want to use a combination of “AND” and “OR” you will have to group conditions first.

  • Choose if you want to save your segment only for the survey you’re looking at or if you want to add it to the library so that it becomes available for all surveys in your organisation.

  • Save your segment and add it to your crosstab to analyse the results!

Read our step-by-step guide on how to create segments for more information.

Which segments should you analyse?

You might already have some predefined segments that you will often look at when analysing results, which could have resulted from previous segmentation studies. But if you don’t, no worries! There are some easy ways to get started with using segments. Here are some of our tips:

Standard demographic segments

It’s always a good idea to see if there are any differences between various demographics. You could look at age & gender combinations, income brackets, different households etc.

Segments based on awareness/consideration/purchase

For brand awareness studies, we recommend creating segments based on your awareness/consideration/purchase questions. Some examples could include:

  • Aware vs. non aware

  • Brand buyers vs. non brand buyers

  • Considers or has purchased a brand

  • Considers but hasn’t purchased a brand

Segments based on hypotheses

Potentially the best way to think about which segments to create is to start from the hypotheses you want to validate and build out segments that allow you to test those hypotheses, for example:

  • Gen Z females are more likely to have TikTok as their most used app

  • People that enjoy dating apps are more likely to pay for them

  • Customers that don’t buy my brand, think it’s too expensive

Using questions to create segments

You can use single, multiple choice and grid questions as conditions for your segments, on top of demographics. This empowers you to create segments not only based on demographics but also on behaviours, attitudes, and emotions. When designing your survey, consider the specific segments you intend to analyse, as this can inspire you to include certain questions in your survey. For example, imagine your goal is to look at differences between online and in-store shoppers, you might want to consider including a question inquiring about individuals' shopping behaviours.

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