Travel Reference
In-Depth Information
Figure 15.2
,
the splitting task may require the data analysts to make a decision about which level
of interest is deemed as high or low. If, for example, respondents are offered ten options with
higher numbers indicating higher levels of interest, then a decision needs to be made whether
only people above, say, seven are included in the high interest group or if anyone above fi ve is
included or if the median response is chosen as the splitting point. The only way to avoid this
decision is to offer respondents two options to answer the question: Yes and No.
Commonsense segmentation step #3: Description of segments
Once the segments have been constructed, they need to be described in detail to enable
management to best develop a customized marketing mix. Information that might be useful at
this stage of the analysis ranges from socio-demographic information (for example, are those
interested in nature younger?), over psychographic information (for example, is their key
motivation to relax or is their key motivation to learn about fauna and fl ora with the help of
experts?) to behavioural information (for example, do those interested in nature like to go out
to eat or do they prefer self-catering arrangements? Do they like to take their vacations during
school holidays or off-season? Which sources of information do they use to choose their next
travel destination?). It is important that the description of segments is made relative to other
segments. If only one segment is picked and described it is not clear if the other characteristics
are actually typical for that segment or not.
Data-driven segmentation is required when a set of information (multiple variables) is used
to identify or create segments. Examples include behavioural segmentation where respondents
Figure 15.3
Comparison of the steps required in commonsense and data-driven segmentation.
