SEGMENTATION RESEARCH CASE STUDIES
CASE STUDY 1
Our team conducted hundreds of phone interviews with mid-size DC plan sponsors, and gauged the relative importance of over two dozen decision factors when selecting a plan provider.
Those factors included:
Using multivariate analysis, we identified six distinct segments based on their priorities (e.g. plans primarily focused on low cost vs. those focused mostly on participant services vs. those focused on overall value and brand). We also identified which segments represented the best fit for our client as well as its key competitors.
We further leveraged these findings by developing a simple online tool that sales representatives could use to quickly assess the segment that each new prospect best represents. This helped these reps understand how to best convey their capabilities on higher priority decision factors.
CASE STUDY 2
In a recent survey of recent retirees (those retiring within five years and those who had retired in the past five years), our team developed separate segmentation analyses on both groups and identified which segments “shift” after the retirement transition.
We identified the segments that are most and least prepared financially for retirement, provided their demographic profiles, and assessed which ones are the most likely to reach their ideal retirement lifestyle.