Research Topics:

Segmentation Studies

Industry/Market Focus:

Business-To-Business

Content Type:

Glossary

A Priori Segmentation Definition

Market segmentation which is not empirically based. It involves segmenting markets on the basis of assumptions, custom or hunches.

What is a priori segmentation?

• Definition: A method of dividing a market into segments before collecting new data, based on assumptions, theory or existing knowledge.

• It’s called a priori because the categories are chosen in advance (independent of the dataset you’re about to analyze).

How does a priori segmentation work?

• You pick segmentation variables up front (like age, income, gender, geography, industry).

• Then you classify people (or businesses) into those groups.

• After that, you can analyze how those segments differ in behaviors, preferences, or purchase patterns.

What are some examples of a priori segmentation?

• A company wants to market running shoes.

• It decides a priori that the important segments are:

  1. Casual joggers

  2. Competitive athletes

  3. Non-runners interested in athleisure

• Those categories are created before analyzing survey data.

What are the benefits of a priori segmentation for marketing research?

• Simplicity: It's easy to set up, especially with limited data.

• Actionable: It often aligns with common sense or business needs (e.g., “college students” vs. “retirees”).

• Efficient: It saves time compared to exploratory/statistical approaches.

What are the limitations of a priori segmentation for marketing research?

• It may overlook hidden or more meaningful customer groups.

• It assumes the chosen categories actually matter for behavior.

• It is less flexible than post hoc (data-driven) segmentation, where patterns emerge from analysis (like cluster analysis).