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Most company-defined segments are also single-attribute segments in that they focus on one - and only
one - customer characteristic. The key issue that distinguishes single attribute models from
company-defined models is the source of the data. Typically, the single attribute models collect
some greater amount of information about the customer, and this information is used as the basis of
the segmentation plan. The greater amount of information collected about the customer usually
adds a psychological or behavioral component.
Examples of single attribute segmentation models include:
- Overall Product Orientation, defined as Product Acceptors, Product Rejecters, and Non-Users. The
key issue revolves around the use status vis a vis a specific product or product group, and emphasizes a
psychological component of "acceptance."
- Volume of Product Use shifts the perspective from psychological to behavioral, and
emphasizes the amount of the product used.
- Customer Satisfaction segments can be formed from a single "overall satisfaction"
question, with respondents classified as Delighted, Satisfied, Ambivalent, and At Risk.
Single attribute segmentation models may be developed from corporate data or from simple
survey data. Typically, little if any statistical analysis of the data is required to create
these models; the segments are simply created from the data elements. If created from internal
data, then a single attribute segmentation model can be developed inexpensively and updated
through internal corporate processes.
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