The DACCLE philosophy is that each product or service deserves a domain specific segmentation. Each (product or service) segmentation is therefore conducted within the experience of that product or service. In this way, the attitude and behavior of the consumer within the domain of the product or service is central, where environment variables, socio-demographic variables, buying behavior, values and norms are used as explanatory variables.
Important topics during the process are:
- does the segmentation solution fit into the thinking of the organization?
- does the organization want to focus on a specific segment?
- can the segments with the organizational resources actually be achieved
This means in practice that during the process choices must be made in consultation with you. The end result must be a workable segmentation, which can be optimally implemented and applied in and through the entire organization.