When is Market Segmentation useful?
Segmentation identifies who to win and how to win them by grouping consumers according to similar attitudes, behaviours, demographics, needs, geography and/or behaviours. The approach can be used for targeting, focusing communications and identifying the richest consumer opportunities for your brand.
Our Perspective on Market Segmentation
We believe the most useful way to segment a population is to find the commonalities in what drives their choices. For some categories, we may recommend defining people based on their behaviors and attitudes, in which case other characteristics may be used to further profile the segments and highlight actionable differences between the groups. Other times, we may wish to focus on segmenting consumers by the types of needs or occasions they have.
Defining your priority segments is only part of the journey. Successful application of segmentation analysis requires getting to deeper insights about what really makes these people tick. It also means helping the client team develop empathy for their target consumers by “getting to know them” through this process. This creates a degree of consumer intuition that can be infused into all future decision-making.
Our segmentations are always reliable, replicable and validated to predict behavioural change for your brand.