Market Segmentation in Online Consumer Communities: Does it Matter?
It is easy to understand why after investing heavily in a market segmentation strategy, companies would want their online consumer communities to represent those segments. But does segmentation really matter when it comes to online communities? If so, how much does it matter, and when is it worth it? And, how can companies realize value from their market segmentation schemes?
These questions were posed to a team of researchers from Michigan State University who independently conducted a meta-analysis of how segmentation schemes performed in smaller, private online communities. Download this report to read more about their analysis. And, learn a few ideas about how to ensure you are getting value from your segmentation while not eroding value from your investment in online communities.
Manila Austin, Ph.D., Vice President, Research, C Space
Clay Voorhees, Ph.D., Assistant Professor, Marketing, Michigan State University