Segmentation Methods

Segmentation models and schematics have several principle uses, usually addressing most if not all of the research objectives listed here:

• Identification and sizing of differentiated groups in the marketplace
• Identification of market structures that can be leveraged in the optimization of product and service offerings by targeting unmet needs and associated attitudes
• Identification of key messages that will resonate with various market segments
• Identification of primary vehicles for communications
• Screening of prospects so as to optimize the consideration and selling process

When planning a segmentation study, the first consideration is which approach best addresses your business planning context:

• a priori based on an established world view
• derived  based on needs and attitudes as well as usage, purchase plans, etc.

Common segmentation measurements, usually taken in a survey of customers and prespective customers:

• Satisfaction with what is available today, overall and at the feature, attribute, or benefit level
• Importance of attributes, features, or benefits
• The likelihood of taking action, via consideration &/or purchase in the near term
• Frequency of action
• Volume/sizes involved
• Desirability of options available or prospectively specified
• Agreement with various attitudinal statements
• Agreement with various brand statements