Target Groups & Segmentation
Understand who your customers are — and what sets them apart
The Challenge
Most companies work with broad customer groups defined by demographics. But demographic segments do not explain why customers choose as they do, or how you should communicate with them. You need segmentation based on behavior, attitudes and needs — not just age and gender.
Who is it for?
Companies that want to go beyond demographic segmentation and understand their customers' actual drivers, needs and behavioral patterns. Particularly relevant for new launches, repositioning or market entry.
Our approach
We combine quantitative methods (cluster analysis, latent class segmentation, MaxDiff) with qualitative understanding to identify segments that are meaningful, measurable and reachable. The segmentation is built on what customers actually do and want — not just what they are.
Deliverables
- Segmentation model with profile descriptions per segment
- size and potential
- reachability strategy per channel
- communication guidelines per segment
- and interactive segment explorer.