Liminality's Methodology

Liminality has a unique approach in the field of market research and strategy development. It delivers value to its clients by:

  • Initiating and maintaining ongoing dialogues with members of communities rather than conducting occasional, impersonal, one-way communications. The impact of the research is magnified by the opportunity to return to individual respondents for additional information for greater clarity about specific issues.
  • Segmenting the community based on needs and beliefs rather than only on demographics, behaviors or sales data.
  • Measuring the attitudes and characteristics of community members from their own words and ideas, freely offered through unique survey methodology. Respondents enjoy this exchange and our clients benefit.
  • Performing detailed analysis on data derived from open- and closed-ended responses and maintaining a link between data and the words from which the data is derived is the true basis for strategy formulation, rather than delivering volumes of data in overwhelming amounts.

Liminality's technology

Liminality's technological advantage in research and in exchanges with communities and audiences lies in its proprietary software program called CALCAT©, Computer Aided Language Context Analysis Tool. This expert system supports the firm's analysts in searching unstructured text that comes from community members or survey participants' conversational answers to open-ended questions and helps its analysts to quantify the ideas, perceptions and beliefs expressed in those answers.

Needs-based customer segmentation

Many management teams are expressing impatience with traditional demographic segmentation that is not logically tied to specific needs that their products can satisfy or their pricing satisfy. Demographics and behaviors, although very helpful, are simply less predictive than these beliefs. Different groups of consumers are likely to be tied together most strongly by their beliefs about what a product is good for, by what they need and expect from products and from the people and companies that sell them.

Needs-based segmentation describes and illustrates the differences and commonalties in beliefs between and among consumer groups and allows use of this knowledge to construct strategies and tactics, including pricing, to acquire, develop and retain people who have the most reasons to want to be customers. Increasingly, successful organizations are building product marketing, customer service and advertising campaigns based on consumer beliefs and emotions rather than demographics. Companies such as Starbucks and Harley Davidson have achieved success based on an emotional association with their brands. Needs-based segmentation is key to developing such emotional loyalty.

Data Collection Methodologies

  • Online Surveys
  • Focus Groups
  • Phone and in-person interviews
  • Web research