Segmentation: The Key to Conducting Successful Segmentation Research

The goal of segmentation is to divide the total marketplace into subgroups whose members are similar to one another and different from members of other subgroups. The key to conducting successful segmentation research is to define “similar” and “different” in terms that are relevant to the client’s business. For example, a segmentation based on gender may create segments that are in some ways similar within segments and different across segments, but if men and women don’t have different purchase patterns in the client’s category, this segmentation will not be useful. A gender-based segmentation in the fashion apparel category may be useful but a gender-based segmentation in the smart phone category may not.

MACRO’s approach to segmentation has consistently yielded actionable segmentations.

Download Macro’s Segmentation White Paper Here to learn more about MACRO’s approach to segmentation.