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Understand Segmentation Studies

We've grouped together all the information our site contains on Segmentation Studies to help you quickly and easily find related articles, companies, events, jobs, associations, glossary definitions and more.

Related Articles

There are 53 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Ned Dweeb does segmentation
This article is the latest installment in his series on the research efforts of the mythical Second City Bus Service. Previous installments have appeared in the March 1991 and October 1990 issues of Quirk’s. Here, Ned Dweeb learns the value of finding market segments that differ both in terms of attributes desired (benefits) and critical marketing behavior.
Segmentation study aims to help marketers understand diverse seniors market
Arguing that segmentation is a fundamental first step in reaching the mature market, the author explores results from her firm’s ongoing study of consumers aged 50 and older, comparing and contrasting the characteristics of a number of subsegments with the mature age groups.
Segmenting complex business-to-business markets
Business-to-business markets can be quite complex. This article discusses segmenting in business-to-business using an example from the chemical manufacturing industry that can be applied to other industries.
System shows promise as tool for segmenting Indian market
India is a diverse and complex country. This article discusses the socioeconomic classification system used in India today, which was developed nearly a decade ago, including the basic reasons for developing the system.
Segmentation in B2B markets
Satisfying people’s needs and making a profit along the way is the purpose of marketing. Identifying needs and recognizing differences between groups of customers is at the heart of marketing. Segmentation can help with this effort. This article discusses segmentation in business-to-business markets, including how to segment.

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Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

Data Use: Trying to bring the numbers alive
A report on efforts to fuse behavioral, psychographic and demographic information to identify segments and track marketing results.
How qualitative research helped AARP reach a new audience with its LifeTuner site
Uncertain of how prominently to brand a new site offering financial advice for 25-to-34-year-olds, AARP relied on one-on-one interviews for guidance.
A revised paradigm for Hispanic acculturation
To effectively understand Hispanic consumers, you must go beyond language and incorporate a range of cultural influences, the authors argue.
Behavior over attitude: A path to more actionable segmentation
Traditional segmentations tell researchers who a person is and what decisions they have made but not the path they took. That pathway and all the decision points along it represent opportunities for marketers to identify and understand the drivers of customer decision-making; create segments of customers with similar decision-making drivers; and develop a tool that helps craft messages best suited for each customer.
What physician research can teach us about prioritizing people, not products
The authors outline how segmenting doctors to understand their emotional drivers can help put the focus on the human side of the health care process and less on brand names and marketing.

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