SEGMENTATION - DEMAND IDENTIFICATION

One of the biggest and most misunderstood terms in marketing is 'market segmentation'. Many consultants and providers continually promote market segmentation as the savior of the organisation. Yet extensive evidence shows that at the competitive brand level, there is no segmentation. The profiles of people who buy brand A are not different to those who buy brand B. So a lot of segmentation work is wasteful.

Yet finding out who is most likely to buy the category is very useful. It can guide communication efforts. We can help you to determine who buys, what they buy, why they buy and how they buy. We concentrate on identifying actual buying and usage behaviour, to obtain useful information for marketing decision making.

For further information on any aspect of Market Segmentation and Demand Identification, please click here.