Want to add some quant rigor to a qual-heavy segmentation?
One thing you can do to “naturally reveal” existing segments is visualize data from two survey questions.
This method will provide a solid foundation for your qual insights.
So you can bring each segment to life.
And avoid excessive guesswork and metric-hunting.
The crucial step is identifying the "central rub" in your category.
For health and fitness, this might be contemplating if you’re going to exercise tomorrow or not.
For personal finance, it might be having to check the balance in your primary bank account.
Find internal conflict — something people worry about or dwell on — and measure it along two dimensions.
• Frequency: "How often do you….”
• Emotion: "What's your typical reaction when you…”
To visualize the data and identify your segments, put each response into a heatmap.
𝗪𝗮𝗻𝘁 𝘁𝗵𝗲 data visualization 𝗶𝗻 𝘁𝗵𝗲 𝗶𝗺𝗮𝗴𝗲 (above) and the survey questions?
Get the data visualization here (you’ll need a free account on Datawrapper)
Get the survey questions here (Google Doc)
Need help adding some quant insights to a segmentation?
Get a Survey Roast.
• Send me your survey or research goals.
• Get a self-recorded video with expert design tips and question recommendations.
• In your inbox in 3 days.
• Starting at $145.
I’d love to help. Just click on the link below.
https://www.sammcnerney.com/survey-roast
Cheers,
Sam