From the course: Market Research: Quantitative

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Cluster analysis survey tool for audience segmentation

Cluster analysis survey tool for audience segmentation

From the course: Market Research: Quantitative

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Cluster analysis survey tool for audience segmentation

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- Ever wonder how companies deliver marketing that feels tailor-made just for you? It's all thanks to data-driven audience segmentation. Cluster analysis is a tool that groups customers based on shared traits, so companies can target them with precision. For example, if you work at an e-commerce brand, a cluster analysis might reveal that one group prefers frequent smaller purchases while another goes for occasional big ticket items. With these insights, you can create personalized campaigns, boosting engagement and sales. So how do you run cluster analysis? There's only one way to begin, by gathering data. Next, using a software tool like one of the ones listed here, you input this data into a cluster analysis algorithm. The algorithm will group individuals into clusters based on how similar they are across your variables. SPSS is a go-to tool for many research teams, including mine at Pixa. It's a beginner-friendly tool, it requires no coding, and it supports a wide range of…

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