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Customer Segmentation Research
Consumer and B2B market segmentation research companies
Customer Segmentation Methods
The golden rule for any customer segmentation is to create something unique and tailored to you. Why? Very simply, if all companies use the same segments they will compete directly with each other and target the same customers with the same solutions. So think differently!
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Behavioural
Behavioural segmentation can be an effective solution – as people rarely change the way they do things. This could include behaviours such as shopping habits, usage behaviours (e.g. frequency, quantity, type), and even brand or product loyalty.
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Psychographic
Psychographic segmentation divides groups based on more unique characteristics.
This could include subconscious or conscious beliefs, motivations, and priorities to explain and predict consumer behaviour.
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Demographic
Demographic segmentation effectively targets an audience based on their identification.
This could include age, gender, marital status, family size, income, education, social class, occupation, nationality and more.
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B2B Segmentation & Firmographics
Unlike consumer segmentation, Business-to-business (B2B) companies will adopt a different approach to customer segmentation, typically using firmographic segmentation and roles and responsibilities to divide up the businesses in a market.
This is similar to demographic segmentation with individual consumers, but instead looks at the characteristics of companies that may become customers. Examples of data to look at include industry, revenue, number of employees and location.
Bringing Your Customer Segmentation To Life
Where businesses often fail, is when brands believe that segmenting their customers is enough. This method and philosophy has to be embedded into a brand's journey. It involves having employees who have bought to the concept and understand the power of having different segments to makes a company flourish. Ways that make this transition easier are:
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Clarity
Having a clearly defined set of customer personas, allowing the segments to be identifiable and relatable for employees.
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Clarification
Behaviours and attitudes are a key segment for understanding subliminal decision-making factors.
Get Help from our Experts
Would you like to have a quick chat about B2B or consumer segmentation with one of our onboarding team? If so please feel free to book a call or an appointment with us.
Alternatively, call us on 0203 693 3150 or drop us a line using the button below.
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