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A Primer on Market Segmentation

Whether it’s marketing communications, product development, or digital activation, a well-designed market segmentation study will become a decision-making tool.

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People can be incredibly diverse in their behaviors, needs, attitudes, lifestyle, and purchase drivers. That's why a market segmentation study helps you identify sets of customers (or buying occasions) with important attributes in common so that you can most effectively set your marketing and product strategies and priorities. 

While there are many simple ways to segment a market, a true “segmentation study” is a robust undertaking that leverages both art and science to paint a picture as rich and nuanced as your market.

Download our guide to learn how to craft a market segmentation that will grow your business this year.

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