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  • Tool ID: 8035
  • Author: OliiR Academy

Segmentation – Through Research Agencies

Commissioning research agencies for segmentation often produces beautifully-presented findings that don't translate into commercial decisions. The brief was wrong before the agency even started.
$0.00
  • Tool ID: 8035
  • Author: OliiR Academy

Tool's Overview

Commissioning research agencies for segmentation often produces beautifully-presented findings that don't translate into commercial decisions. The brief was wrong before the agency even started.

The Segmentation Through Research Agencies guide provides a structured approach to commissioning, briefing, and using research agencies for market segmentation.

It replaces ad-hoc agency briefs with a disciplined approach that produces decision-grade outputs.

What This Tool Does

This tool enables Trade Marketing and Sales teams to:

  • Define the segmentation question before commissioning research
  • Choose the right segmentation criteria — demographic, geographic, psychographic, behavioural
  • Brief agencies on what good segmentation output looks like
  • Stress-test agency methodology before signing the engagement
  • Translate research output into commercial action

When to Use This Tool

This tool is typically used when:

  • When commissioning a new segmentation study
  • When refreshing existing segmentation with primary research
  • When briefing agencies on segmentation requirements
  • When stress-testing agency proposals for rigour

Who Should Use This Tool

This tool is intended for:

  • Trade Marketing Managers and Heads
  • Brand Managers and Category Managers
  • Sales and Distribution leadership
  • Strategy and commercial planning teams
  • Market entry and expansion teams

It is equally relevant for FMCG brand owners managing in-house teams and for distributors operating across multiple categories and channels.

How the Tool Is Structured

The tool is organised into the following working sections:

  • Cover – tool identification
  • Purpose & Use – use cases and audience
  • Content slides – Geographic / Demographic / Psychographic / Behavioural
  • Closing – navigation and references

This ensures agency-led segmentation produces decision-grade outputs.

Access Options

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    Full access     for one year to all tools.
  • Best For
    Organizations     seeking
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  • Download in Microsoft Formats.
  • Excel, Word, PowerPoint.
  • Fully editable, ready to implement.

FAQs

Do I need special software?

No, All tools are built in Microsoft Office.

Download links are sent by email.

Yes, they are fully editable.

Proprietary to OliiR Academy – For internal use only.

  • Testimonials
Before this program, our trade marketing team was stuck in 'execution mode'—constantly firefighting and reacting to sales requests. This course gave them the structure to stop fixing gaps and start leading the category strategy. They are finally operating as the engine room of our commercial growth.
— Commercial Director, Global FMCG Manufacturer
The biggest impact has been on our internal alignment. We used to have Sales, Marketing, and Trade working in silos, often with competing priorities. The Mini-MBA created a shared language and a single commercial rhythm. Now, when we approach a retailer, we speak with one unified voice.
— VP of Sales & Marketing, Regional Distributor
Trade spend is our second biggest P&L line, yet we were spending it on instinct. This program gave my team the financial discipline to actually measure ROI. We’ve stopped the 'surprise promotions' and started building investment models that actually justify the funding.
— General Manager, Food & Beverage
Our conversations with buyers have completely changed. We moved from simply pushing SKUs to presenting data-backed category stories that defend our shelf space. The team now has the confidence to justify listings and challenge retailers with insights, not just price.
— Head of Modern Trade, Personal Care Brand
What I appreciate most is the practicality. My team didn't just learn theory; they came back with ready-to-use JBP templates and Scorecards that we implemented immediately. It brought order and predictability to our daily work routine.
— HR Director, Consumer Goods
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