Segmentation research allows the general public or consumers of a category / brand to be divided into specific behavioral segments to develop effective strategies of interaction, influence, and communication.

We check:

• One of two main segmentation types:

1. Consumer segmentation, where we identify consumer types based on their demographic, psychographic, or behavioral characteristics;
2. Segmentation of consumption occasions, when we identify prevailing consumption occasions on the market:

• Identification of the main factors influencing the behavior and motivation of target groups;
• Analysis of the obtained segments and search for insights for effective interaction with them.

You get:

• Segmentation of consumers:

1. Understanding of consumer types present on the market;
2. Core segment for your brand: their pain points and drivers;
3. Convey stronger marketing messages to the target segment.

• Segmentation of consumption occasions:

1. Key needs that drive consumption or usage and how to use them to further enhance brand communication;
2. Opportunities in segments, possibly uncovered by competitors use-cases.