Your market is made up of different people. Find the differences that matter.
Understanding Customers
Customers can differ in what they need, how they behave, what they value and how they make decisions.
Consumer segmentation helps you identify your most valuable customers, understand what each group needs and how their behaviours differ, uncover opportunities, and determine where to focus your resources and how best to communicate with each group.
Build Your Customer Segments
Segments can be built around:
1
Who they are
We start with the decision you need to make and the questions the research needs to answer.
2
What they believe
Attitudes, perceptions, priorities and values.
3
What they do
Purchase behaviour, product usage and customer activity.
4
What they need
Needs, challenges and expectations.
5
Why they choose
Motivations and factors influencing decisions.“