Segmentation
Segmentation research, if it is grounded in consumer decision-making realities, can be one of the most valuable tools in a marketer's toolbox.
The only way to achieve the structure and flexibility necessary for an effective and actionable segmentation analysis is to have a thorough understanding of the product or service category and the potential consumers' decision-making behavior. Armed with this information, and taking into account the myriad interactions that must be considered, it is possible to begin prioritizing potential segmenting variables.
Although previously developed segmentation schemes provide an advantage in their ability to define and target segments, ConStat adopts a market-driven approach or, at a minimum, a hybrid approach that takes into consideration the dynamics of the marketplace. Our experience suggests that segmenting on dimensions related to the purchase and use of a product tends to result in a more sensible and actionable segmentation than does segmenting on demographic or attitudinal dimensions that are further removed from consumers' direct experiences with the product.