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Market Segmentation & Customer Research

Market Segmentation & Customer Research Services

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

Segmentation analysis can be conducted among users of a category, including customers and non-customers of a particular company or brand, but it can also be focused on a client’s customer base.

By the same token, an initial interest in understanding who the customers are may end up in a segmentation analysis.

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Market Segmentation Analysis

Market Segmentation

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Customer Research

Customer Research

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Why You Should Do Market Segmentation

Segmentation Analysis can:

  • Provide a comprehensive profile of customer groups in your industry: 
    • For consumer products and services – their attitudes, psychographics, behavior, demographics, and media consumption.
    • For business-to-business – company size, sales volume, number of employees, credit rating, SIC or NAICS codes, geographics, buying process and requirements, buyer characteristics, year founded, product lines/services offered, etc.
  • Estimate market size for your product and services.
  • Help to uncover any “untapped” value-added areas that could be part of a product or service.
  • Offer guidance on how to position products/services to reach the most profitable segments and what messages resonate with them.
  • Identify the most effective media vehicles and distribution channels that should be used to reach the target segments.
Market Research and Customer Research

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Who Are Your Customers?

Doing customer research will allow your company to get a deeper understanding of:

  • Customers’ behaviors, habits, and the path to purchase in your product category
  • What information sources customers use to find information and products in your category
  • Customers’ motivators and barriers to use your products and services
  • Demographics and psychographic characteristics that influence customers’ interactions with your company, products, and services
  • Different customer segments that may exist requiring different product and communication strategies
  • How customers relate to your competitors and how likely they are to stop using your products and services