INNOFACT has already successfully identified customer segments for a large number of companies: With straightforward questionnaire construction that merely supplements a “simple” questionnaire with a series of attitude and behavioral questions, action-relevant customer segments are compiled in an analytical process. In principle, two approaches for typologies and customer segmentation can be distinguished from each other.
In the first method, a priori types can be defined in order to segment the respondents, a questionnaire is formulated whose questions describe these types. The respondents are asked – to put it briefly – whether they would assign themselves to one of the types described. INNOFACT uses a second method, which is analytically more complex, but provides results that are more selective and closer to reality. The main difference to the simple segmentation method is that predefined types are omitted in favor of a large number of statements that may contribute to segmentation. By means of a staged cluster and factor analysis, patterns and correlations are identified within these statements. In this procedure, the segments and customer types are formed quasi “automatically”, and just as they occur in empirical reality. The result is the identification of customers or target groups that are very similar to each other, and at the same time differ as much as possible from the other types.