Segmentation studies

Success from targeting niches

Why has consumer and business-to-business segmentation been our principal business for over 20 years?  Because we believe the greatest marketing success comes from targeting products, messages, and media to those segments or niches most likely to buy.

Averages insufficient

Instead of looking at target consumers from an “average” perspective, we take a niche or segmented view.  We believe any marketer viewing buyers from an averaged position won’t carve out a unique position.

An integrated 360° perspective

A flexible approach to segmentation

Our motivational segmentation studies can begin with small samples and morph into large, quantifiable studies that project national segment proportions and characteristics.  At other times, we conduct large studies in a single step.  And yet in other instances our small sample studies stay just that:  small.  These studies are useful for understanding critical issues held by subgroups affecting the marketing plan, as well as for product tests and new product development.

An example of one of our large sample studies is our long-term study of Boomers and Their Elders which, as far as we can determine, is the largest longitudinal multiple segmentation study ever done on any market. This study illustrates the possibility of constructing a segmentation strategy which can be extended year-after-year.