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 segmentations types:

1. Segmentation of consumers, when we extract types of consumers 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 the insights for the effective interaction with them.

You get:

• Segmentation of consumers:

1. understanding of consumers’ types that are present on the market; §core segment for your brand:
2. its pain points and drivers
3. convey stronger marketing messages for the target segment

• Segmentation of consumption occasions:

1. key needs that drive consumption or usage and how to use them in order to further enhancing of brand communication
2. opportunities in segments, possible uncovered by competitors use-cases