Key segmentation of consumers

  • Clients are consistently trying to understand who their consumers are and how to reach them:
    • Segmentation can help clients better understand their core consumers & key marketing levers for their categories
    • Targeting focuses on developing marketing strategies around these segments.

  • Segments can be based on:
    • Consumer needs
    • Attitudinal groups
    • Demographic considerations
    • Geographic location
    • Behavioural consideration such as buying patterns
    • Product preference
    • Product usage

  • Some segments can be directly identified by the data while segmentation analysis can be used to identify more complex segments by specific consumer characteristics.