Segmentation is about identifying groups of people who respond differently to marketing so that your efforts can be focused on the most attractive prospects. ‘Why treat everyone the same?’ leads to ‘segmentation research’. Segmentation research is not one technique or approach, but a term that covers a broad range of tools for defining important differences between clusters of customers – differences that matter to how they buy, what they buy, how much they spend and what they spend it on. Segmentation research can reveal unmet needs or provide insights about how to approach different people differently for different brand or products. The study generally reveals that no two products are similar even though pitted against or positioned in the market the same way rather both are very different.
We have undertaken research as a field service provider for