Punching above your weight: Combining behavioural and attitudinal data to strengthen segmentations
In this paper we examine the differences between behavioural and attitudinal approaches to segmentation and outline how integration of the two can best be achieved to strengthen segmentation solutions
Segmentation solutions in healthcare are experiencing a welcome comeback. But there appear to be two camps emerging - one camp are proponents of the 'behavioural' segmentation based on secondary sales, script or similar data; the other believe that 'attitudinal' segmentations must be based on primary market research to accurately delineate segment membership, definition and the "whys" that underpin the findings.
It's time to take off the gloves and look at the argument from both sides. In this paper Research Partnership's Head of Business Analytics and quantitative guru Tom Nolte examines the differences between the behavioural and attitudinal and asks - is one approach best, or can segmentations be made even more effective by an amalgam of the two? If so, how can integration best be achieved to strengthen segmentation solutions?
Download this complimentary Free Thinking white paper which looks at:
- The differences between behavioural and attitudinal segmentations
- Sources of secondary data includings PRFs, EHRs, sales and secondary script data
- How to choose and match primary and secondary sources
- Practical tips to consider when combining data sources in segmentation research
Sign up to receive Rapport
Rapport is our e-newsletter and online resource for sharing our expertise and experience in global healthcare market research. Sign up here »