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Market Segmentation and Positioning Research



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Learn how to segment your markets and select the best target markets for your products and services. Learn how to design marketing research studies from start to finish to segment markets and which commercial data sources are available to help you segment your markets. Learn how to select the best analytical tools for segmenting markets. Three days. Fee per person: $2925.

Burke Institute


Burke Institute


Customer Service & Sales > Marketing

Who Should Attend?

Product/marketing researchers and managers from various industries

Brief Description:

In this 2-day seminar, you will learn how to segment your markets and select the best target markets for your products and services. Specifically, you will learn:

Course Outline and Schedule

First Day


8:30 - 8:45 Introduction

8:45- 10:15 I PLANNING AND DESIGNING SEGMENTATION PROJECTS: Philosophy and role of market segmentation; segmentation as a marketing strategy; clarifying segmentation objectives; writing questionnaires for segmentation research; MaxDiff scaling.

10:15 - 10:30 Coffee Break

10:30 - 12:15 II QUANTITATIVE TECHNIQUES FOR IDENTIFYING SEGMENTS: Deriving segments from data; k-means cluster analysis; centering, standardizing, and weighting; factor analysis; software alternatives; hierarchical cluster analysis; latent class analysis.

12:15 - 1:30 Lunch Break

1:30 - 3:15 III SELECTING, INTERPRETING, AND COMMUNICATING SEGMENTS AND SEGMENTATION RESULTS: Reading output and selecting solutions; case study illustrations; interpreting “indexing”; segmentation “work sessions”; profiling and naming segments.

3:15 - 3:30 Coffee Break

3:30 - 5:00 IV TARGETING AND IDENTIFYING SEGMENTS: Criteria for prioritizing segments; identifying opportunities and barriers; predictive algorithms; discriminant function analysis; CHAID/CART; linking to databases.

Second Day


8:30 - 10:15 V SEGMENTATION WORKSHOP: Hands-on group exercise with real data; reading segmentation output; selecting a segmentation solution; developing segment portraits; developing an assignment algorithm.

10:15 - 10:30 Coffee Break

10:30 - 12:15 VI MAKING SEGMENTATION MORE ACTIONABLE: Optimizing segmentation solutions; reclassification techniques; object-based segmentation; CHAID for deriving segments; a priori segmentation; demographic and hybrid segmentation.

12:15 - 1:30 Lunch Break

1:30 - 3:15 VII ALTERNATIVE SEGMENTATION APPROACHES FOR SPECIAL SITUATIONS: Geodemographic and syndicated segmentation approaches; Prizm clusters; domain-specific segmentation; business-to-business segmentation; occasion-based segmentation.

3:15 - 3:30 Coffee Break

3:30 - 5:00 VIII IMPLEMENTING SEGMENTATION RESEARCH: Taking marketing action on the basis of segmentation results; segmentation as the key to marketing strategy; segmentation applied to the 4 “P’s” of marketing; introduction to conjoint analysis and hierarchical Bayesian analysis; price elasticity and strategies for price segmentation; segmentation by place and site selection.

Third Day


8:30 - 10:30 IX BRAND POSITIONING AND PERCEPTUAL MAPPING: Brand positioning; the brand positioning statement; measuring brand positioning through survey research; pictorial representations of brand positioning data; perceptual mapping techniques; multidimensional scaling; correspondence analysis; discriminant function maps; factor maps; mapping segments with brands.

10:30 - 10:45 Coffee Break

10:45 - 12:15 X QUALITATIVE RESEARCH FOR BRAND POSITIONING: Research techniques to guide as well as measure brand positioning; white-boarding; repertory grids; ethnographic research; laddering; projective techniques; personification.

12:15 - 12:30 Concluding Remarks

Sponsor Background:

Applying Knowledge - Improving Decisions

Burke is one of the premier international research and consulting firms in the world. For 75 years, Burke has helped manufacturing and service companies understand and accurately predict marketplace behavior. Burke's employee owners add value to research and consulting assignments by applying superior thinking to help clients solve business problems.

We provide our customers with data, information, guidance and far more. Burke strives to become a valued business partner who focuses on finding and implementing solutions to the most critical problems facing our clients today. We give our customers a competitive edge.

Burke: 100% Employee-Owned

Burke is 100% employee owned. In 2004, Burke formed an ESOP (Employee Stock Ownership Plan), ensuring that all employees are able to participate in stock ownership and have a personal stake in helping to contribute to the company's success. The ESOP, representing broad based employee ownership across all positions of the company, currently holds approximately 60% of the shares of Burke, and is expected to own 100% by 2008.

Our Mission

To provide superior decision support services that enable our clients to succeed.

Our Business Commitments and Values

Our Commitment to Employees

We will hire and retain only the best people for all positions in the company.

Employees will have a work environment and tools needed to perform their jobs at maximum quality and efficiency.

Employees will be given opportunities for career development and training to enhance their skills.

Employees will be compensated fairly, based on standards of performance and contribution, and will share in the financial success of the company. Employees will treat each other with respect and dignity, recognizing the worth, quality, and importance of each individual.

We will foster an environment where open communication exists among all employees.

The work climate will be free of strict rules and structures, where employees are empowered to take risks and affect change to achieve our common vision.

Burke Timeline


Alberta Burke starts Burke Marketing Research as a data collection agency.


Don Miller, marketing research director for Cincinnati's WLW radio, joins Burke and begins development of the Day-After Recall (DAR) for testing TV commercials.

Late 1960's

Burke expands to international markets, adding locations in London, Paris, Frankfurt, Milan, Tokyo and Mexico City.

Mid 1980's

Industry image study rates Burke as number one research firm in study design capability and analytical sophistication.


Burke Customer Satisfaction Associates (BCSA) is established to better serve businesses in listening and reacting to the "voice of the customer".


Burke changes official name from Burke Marketing Research Inc., to Burke, Inc. The name change reflects Burke's broader research and consulting activities outside traditional custom marketing research.


Burke re-acquires 100% of its shares and becomes 100% employee-owned. Burke establishes ESOP (Employee Stock Ownership Plan) to allow for broad based employee ownership. Burke re-acquires 100% ownership of the Burke Institute.


Becomes 100% Employee-Owned

Burke Quick Facts

Quote From Past Participants:

"A memorable experience - dynamic, enthusiastic, expert on his subject. He is on a par with the best professors I had at Harvard Business School" - Manager, Kimberly-Clark Corporation

"Superb! Informative, fast-moving, excellent examples tailored for individuals in the audience. Extreme clarity in presentation. Thank you!" - Marketing Research Analysis, Westwood Pharmaceuticals

"Outstanding. To me he is the finest speaker I have ever heard regarding quantitative analysis. (I have an MBA with concentration in quantitative methods, so I have heard many speakers.) Very practical. Magnetic personality." - Marketing Research Analyst, SC Johnson Company

Past Participants Include:

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