Request a Proposal
Welcome to Rapport, containing tips, truths, news and views, blogs, tweets, articles and films covering a range of topics currently affecting Research Partnership and the pharma market research world.

Punching above your weight: Combining behavioural and attitudinal data to strengthen segmentations

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.

read more »