A hospitality group engaged Lifestory Research to perform a consumer segmentation study to identify the core consumer segments being served. By using existing customer records, Lifestory Research was able to perform the assignment by appending secondary data elements to the customer records and then performing statistical analysis to reveal the core segments being served.
The central approach used in this analysis was segmentation modeling of secondary data elements. This is a process in which consumers are segmented into distinct groups based upon data that is appended to the customer records. This approach provides a cost effective and clear picture of a specific group of people, while at the same time it distinguishes how people in the group differ from other consumer groups.
The research provide the client the direction as to the primary consumer segments being served, the needs of the consumer segment, message strategies to reach the consumer segments, and a robust set of insights about each consumer segments motivational drivers.