Market Segmentation for Acquisition

Approaches

• Market Segmentation through Cluster Analysis

  Discover groups in the market who are maximally distinct on strategically relevant attitudes, needs or behaviors so you can prioritize acquisition marketing against high opportunity groups.

• Prime Prospect Segmentation

  Identify attitudes and needs of your niche brand’s loyal customers in order to size and target more customers like them for growth, breaking down any identified barriers.

• Design Target Segmentation

  Quantitatively define, size and profile the specific group(s) of customers your design team built the new product/concept(s) to serve. Build a typing tool to allow additional testing with this audience.

• Prototype Segmentation

  Quantitatively define and size the groups of customers you know exist, based on corporate edict, in-depth qualitative exploration or prior work in other countries. Useful for evolving a solution you’ve successfully used for years.

• Demographic Segmentation

  Grouping people by their demographics (e.g., Generation) is popular since segments are easily imagined and targeted. But very rarely do demographics predict brand choice, so this approach has limited strategic utility.

• Attitudes & Needs Based Segmentation

  Defining segments by why they engage in your category and what they want from brands provides the best fodder for strategic decision-making and message development.

• Behavioral Segmentation

  Grouping people by purchase behaviors works well in categories where people don’t know why they do what they do. Third party data is available to develop and target these segments in many categories.