Bonamy Finch Debuts BoFiLer Segment Profiling Tool

In the UK, consumer insights and analytics specialist Bonamy Finch has launched a tool called BoFiLer, promising to help research agencies to compare segmentation solutions.

Surrey-based Bonamy Finch says its new tool has been developed from an analysis of the company's entire database of projects, in order to develop a set of measures that can be used to determine how good a segmentation solution actually is. These measures are combined to form a single score, with each segmentation solution compared with others developed for a project, as well as with other segmentations in the database.

MD Leigh Morris (pictured) says BoFiLer can be used to highlight if each segment stands out on some things, as opposed to nothing or everything; and also measures whether the things the segments stand out on are actually important to what people do in the category. The performance indicators developed by the firm capture both these statistical and pragmatic properties of a segmentation solution, according to Morris. For instance reliability focuses on future statistical validity, whilst reportability relates to how easy it is to present clear differences between the segments.

'These measures are weighted in BoFiLer and combined to form a single metric called the Segmentation Evaluation Net Score (SENS)', Morris explains. 'Our indicators of how good each solution is are incorporated into the BoFiler tool, alongside the overall SENS rating. We wouldn't recommend choosing a segmentation solution based on the SENS metric alone - but we do believe it provides clearer guidance than has been available up until now on which ones not to choose.'

Web site: www.bonamyfinch.com .