Market segmentation & Mapping is an U&A (Usage & Attitudes) strategic tool that involves dividing a broad target market into subsets of consumers who have common needs and behaviors for the relevant products and services.
 

Our tool provides key answers to the following topics:



• How can I split my consumers into relevant segments for a strategic targeting?
• What is the psycho-graphic and demographic profile of my segments?
• What are my core target as well as my extended target of consumers?
• Which is the position of my key competitors on the market?
• What is the market potential for each consumers segment?
• What are the consumption occasions & habits for each consumers segment?
• How can I best develop a communication campaign based on key insights from my target?
• What are the consumption and purchasing drivers for my products and services?
• Are there new market opportunities  for diversifying and developing my products and brand portfolio?

Usage & Attitude segmentation data provides valuable insights that can be used for marketing and advertising campaigns, which can be designed and implemented to specific customer targets, as well as for developing new concepts and products or brands.

Most companies and organizations engaged in a market will develop different ways of imagining market segments, and create product differentiation strategies to exploit these segments. The market segmentation and corresponding product differentiation strategy can give a firm a temporary commercial advantage.

The consumers segments are positioned on a graphic map, according to different characteristics relevant for the business, such as: income level, potential level, attitudes, behavior, other demographics etc).

We use a distinctive segmentation & mapping tool called Need State Segmentation (map) which helps our clients to uncover the key factors behind consumer purchasing decisions.

We can determine what uncovered needs seem the most valuable and also to consider which needs or need state might we focus our insight research and concept / product development efforts.

Segmentation criteria:



• Demographic Segmentation: age, gender, family size, income, occupation, education, religion, race and nationality



• Geographic segmentation: nations, states, regions, countries, cities, neighborhoods, or zip codes



• Psychographic Segmentation: lifestyle, opinions, attitudes, personality, values



• Behavioral Segmentation: consumption and buying levels, consumption occasions, loyalty, reactions, visiting frequency etc.

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Benefits:

Expected or perceived benefits towards products or services that drives choice and consideration, uncovered needs, other relevant motivations 

Media consumption: (TV, radio, print, Internet etc)