Qa has recently completed a major segmentation project for a world leading publisher of scientific journals.
The research explored usage of scientific information and data amongst science professionals and explored barriers to access.
Based on the results of more than 8,000 completed surveys from across the world and using Factor & Cluster analysis, respondents were segmented in to 6 segments.
To understand each segment in detail, a series of depth interviews was undertaken and the findings used to develop case studies and pen portraits to bring the segments to life.
The research will help inform new product development across the business.