Market Segmentation for Acquisition

Discover groups in the market who are maximally distinct on strategically relevant attitudes, needs or behaviors in order to prioritize innovation and acquisition marketing against high opportunity groups.

You need to find new customers in order to grow, or even just to fill the leaky bucket.  This requires talking not only to your current customers but to potential ones.  We identify strategically relevant segments of customers in your current or new market, size them, prioritize, and profile them in-depth so you know how to serve them, speak to them, and target them with advertising.

Market Segmentation for Acquisition helps you:

  • Set or evolve brand strategy
  • Craft messages for brand-building marketing
  • Target those most receptive to your messages
  • Inform your innovation roadmap


  • 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.

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