Why should you segment customers during surveys?

[Purvi Dalvi]

Segmenting customers refers to tagging and grouping customers with shared characteristics, like age, industry, gender, etc. This allows you to easily personalise your marketing strategy, services, and sales efforts to the needs of specific groups, potentially boosting customer loyalty and conversions. Customer segmentation during a survey goes beyond putting people into categories.

When you segment customers, you learn more about them deeply and use that information to create content for each segment’s unique needs and challenges. Let us skim through the benefits:

Competitive market edge

If you deliver a personalised customer experience through email or a representative, you will always have an edge over competitors using a one-size-fits-all approach. To get the best leads, you must split your ideal customers into retailers and brands, drill them down again, and divide each segment into new and old clients before sending them customised messages.

Better targets through paid campaigns

With paid marketing on social media, you need to know your audience’s demographics and interests. By splitting customers into different groups, we can identify unique needs, preferences, and behaviours. Segmentation during surveys lets you engage the right customers with relevant ads, leading to higher click-through rates, conversions, and sales. 

Improvements in email nurture campaigns

What might appeal to Gen Z might not suit millennials. The same applies to entry-level workers and directors in the same field. These are different segments of people with unique ways of thinking. Understanding these customers lets you segment them in your email list according to their relevance while endearing them to your brand.

Role of public opinion research

Public opinion plays an essential role in businesses. You need to research public opinion to succeed in the business world. Let us explore why it is essential:

• Identifying data

Public opinion research can determine what information is important for an organisation. Addressing organisational and service-related concerns is essential to understanding what your employees require and working towards building a better environment for them.

• Weighs opinion on an issue

A public opinion survey helps you weigh how the public feels about a particular issue. For example, when politicians ask voters their opinions about local or national policies, news outlets call to find out how people feel about recent events.

• Reflects public opinion

The public’s concerns, attitudes, and values help identify the most prominent problems people feel and point out the most important issues for your organisation to solve.

• Recognising customers’ problems

Opinion research can help companies determine whether they have lost touch with their customers or are unable to fulfil their needs. A passing trend can soon become the new normal.

Conclusion

Knowing what people think about your services, branding, marketing messages, products, and competitors is essential for every business, whether it is new or renowned.