Like FoQus for Marketing Planning, FoQus for Qualitative Segmentation is the process of profiling target audiences and identifying actionable opportunities to connect with these people in order to strongly position particular health products, services and behaviors. Unlike a FoQus for Marketing Planning study, the qualitative segmentation study sometimes serves as a surrogate for the quantitative segmentation table normally generated by a TRaC study. In other cases, it is used as an input to a TRaC study design and questionnaire.
FoQus for Qualitative Segmentation is recommended in situations where a target audience is poorly understood (usually because it is new) or where it is impossible to collect TRaC data (usually due to political or cost constraints).
The strategy for collecting data and completing the resulting qualitative dashboards (see inset) for FoQus for Qualitative Segmentation and FoQus for Marketing Planning are largely the same. However, there is an additional level of data analysis required for a segmentation study: Major themes that emerge from the study transcripts must be identified. This is the formative data analysis component of the segmentation process (where the “input” would otherwise be a segmentation table from TRaC). This layer of analysis enables the data to be distilled into the predefined dashboard items so that marketers and researchers can produce final interpretations together.
The sections of the dashboard on “Beliefs to Change” and “Beliefs to Reinforce” are more in-depth for a segmentation study than they are for a marketing planning study. Rather than limiting the ideas to one or two constructs, the process of prioritizing behavioral factors is dynamic and happens while researchers work together with program planners. This portion of the dashboard identifies the appropriate marketing mix and defines the positioning statement for the brand (of the behavior, product or service). The completed dashboard provides the concept that is then used as an input to the marketing plan.