Market segmentation is the ultimate approach to identifying new market opportunities and the most profitable customers a company should target.


How Do We Do It?

In our market segmentation studies we combine information about needs, attitudes and behaviors that are relevant to the product category to identify discrete and targetable market segments. Data is collected primarily through survey instruments (online, phone or mail).

How Do We Do It?
  • Attitudes
  • Behaviors
  • Demographics
  • Psychographics


A qualitative research phase may be necessary if the client has not conducted previous research or if the available research is deemed outdated or insufficient. Among the qualitative methods we use are:

  • Focus Groups (online and offline)
  • One-on-One interviews (online and offline)
  • Ethnographic research (mobile, in-person)


Different multivariate statistical techniques are used to define the segments, and candidate models for the final segmentation solution are discussed with the client prior to final delivery. Among the segmentation techniques we use are:

  • Cluster Analysis
  • Cluster Ensemble Analysis
  • Latent Class Analysis
  • Discriminant Analysis
  • Factor Analysis

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