Segmentation studies determine similarities and differences among target groups and identify what motivates them to buy your brand. These segments are comprised of purchasers who are as similar as possible to each other, but also as different as possible from those in other segments. Target segments are then selected and profiled to help you understand how to and market your product.

A quantitative methodology, such as telephone interviews, mail surveys, or telephone-mail telephone surveys, is used in segmentation studies. Analytical tools, such as cluster analysis, are used to divide the sample into segments, and discriminant analysis is used to determine the characteristics that motivate each segment.

Marketing Questions

• What are the market segments?
• What are the sizes of each segment?
• What are the characteristics of consumers in each segment?
• Which segments are aligned with our capabilities?
• Which are most profitable?
• Who should be target?

Savitz Success Story

A motor boat manufacturer conducted a market segmentation study with the introduction of a new model. Our experts were able to identify profitable target markets. A software product was developed to help sales people on the showroom floor profile the customer according to the segmentation. The sales people were able to adjust their sales presentations to emphasize the appropriate product benefits for the customer.