Gradus Segmentation Study

Gradus HR Scan

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.