Market Segmentation
Market segmentation is the ultimate approach to identifying new market opportunities and the most profitable customers a company should target.
See our Case Study of Market Segmentation Research
Our Approach
In our market segmentation studies we combine information about needs, attitudes and behaviors that are relevant to the product category to identify discrete and targetable market segments.
Data is collected primarily through survey instruments (online, phone or mail). A qualitative research phase may be necessary if the client has not conducted previous research or if the available research is deemed outdated or insufficient.
Different multivariate statistical techniques are used to define the segments, and candidate models for the final segmentation solution are discussed with the client prior to final delivery.
Questions You May Have
- Who are my potential and current customers?
- How do they use our competitors?
- Are there any “untapped” needs that we could address with a product or service?
- How should we position our products/services to reach the most profitable segments?
- What messages should we send to trigger conversion?
- How do we reach these target segments? Via which media vehicles? Via which distribution channels?