What you’ll learn in this course

Planning your first market segmentation project? In this class, taught by Instructor Jeff McKenna, you’ll learn practical steps to designing a segmentation project. Includes important jargon and concepts, as well as three different approaches to defining market segments.

Upon course completion, you will be able to: 

  • Confidently discuss market segmentation concepts with colleagues and clients
  • Choose among the three most common segmentation models
  • Plan a market segmentation project using a 6-step framework
  • Identify & mitigate common market segmentation project risks

As a student, you get lots of helpful videos, readings and reference material.

Take a look inside the course

  • 1

    Welcome

    • Getting Ready to Rock!

    • Access Your Live Session Here
  • 2

    Market Segmentation: Methodology Options & Projection Planning

    • Lesson Plan

    • Rockstar Practice Pre-Reading: Defining Market Segmentation

    • Market Segmentation: Methodology Options & Project Planning [Lecture]

    • Market Segmentation: Methodology Options & Project Planning [Slide Viewer]

    • Market Segmentation: Methodology Options & Project Planning [Slide File Download]

    • Occasion-based Segmentation: Reading + Short Quiz
  • 3

    Bonus Lesson: Tips for B2B Market Segmentation

    • Tips for B2B Market Segmentation [Lecture]

    • Tips for B2B Market Segmentation [Slide Viewer]

    • Tips for B2B Market Segmentation [Slide File Download]
  • 4

    Bonus Resources

    • 5 Market Segmentation Examples

    • Variations on Segmentation: Bonus Video

    • Recommended Reading & Viewing
  • 5

    Assessment

    • Your Rockstar Status Awaits: Final Assessment
  • 6

    Our Short Feedback Survey

    • Your candid feedback helps us improve

Meet Your Instructor

Jeff McKenna

Founder, MCK Insights

Industry veteran, Jeff McKenna, is the founder of MCK Insights and he provides a deep background in the design and delivery of market research projects, particularly in the area of data processing, advanced methodologies and data reporting. He has years of experience in new product development, segmentation, brand development, customer satisfaction and tracking projects. And Jeff has delivered strategic and actionable solutions to clients at all levels in client organizations (from market researchers to CEOs), including complex customer experience, segmentation, brand tracking and integrated EFM programs. He has designed and delivered CX programs for several Fortune 500 companies, incorporating customer feedback with several other internal data sources. He has designed and implemented reporting platforms used by thousands of service and marketing managers in multiple industries. More than simply delivering data, each solution enables users to prioritize action planning and estimate financial value associated with different performance levels. Jeff has a BA in Sociology/Anthropology from Swarthmore College and an MBA from The George Washington University.

Frequently Asked Questions

We are committed to advancing the work, and careers, of Market Research & Insights Professionals

  • What is 'hybrid eLearning'?

    Many Research Rocksktar students enjoy the schedule flexibility of our on-demand training format. That's great! But for those seeking an interactive experience with real-time instructor demonstrations and support, nothing beats our real-time sessions! All Research Rockstar courses are offered twice a year in real-time. And 24/7 in the on-demand format.

  • Why memberships?

    Most of our students are working professionals with busy schedules. Sometimes they intend to complete training more quickly than the reality of looming project deadlines allow. With a membership, students have access to all of their classes. No time-outs!

  • Can I get a Free Sample?

    Yes. We offer free previews of 5 courses. Just select the course—or courses—of interest. Be sure to watch a lecture, read a case study or even try a sample quiz.

  • Can I get a group discount?

    Teams of 5 or more students are offered team pricing. For more information, please see our Team Pricing page.

Ready to Rock?

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