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Post hoc segmentation Definition

The process of dividing a market or markets empirically.

Post hoc segmentation is a data-driven approach used to identify distinct consumer segments after data collection. It relies on statistical techniques – such as cluster analysis or factor analysis – to uncover natural groupings based on behaviors, attitudes or demographics without predefined segment assumptions.

What are key aspects of post hoc segmentation in marketing research?

• Conducted after data collection is complete.
• Uses multivariate statistical techniques.
• Identifies segments based on patterns in the data.
• Uncovers unexpected or non-obvious groupings.
• Can involve psychographics, behaviors or usage patterns.
• Supports exploratory research and innovation strategy.

Why is post hoc segmentation important in market research?

Post hoc segmentation allows marketers to discover meaningful audience segments based on how people actually think, feel or behave – rather than relying on assumptions. It leads to more accurate targeting, personalized messaging and better-informed product or service decisions.

Who relies on post hoc segmentation in marketing research?

• Market research analysts exploring consumer datasets.
• Brand managers seeking to refine audience targeting.
• Product development teams tailoring features to segment needs.
• Media planners identifying high-value clusters.
• Strategic planners defining go-to-market strategies.
• CX researchers uncovering user experience patterns.

How do market researchers use post hoc segmentation?

Market researchers use post hoc segmentation to uncover naturally occurring consumer segments based on survey or behavioral data. After collecting a broad dataset, they apply statistical tools like cluster analysis to identify groups of respondents who share similar attitudes, needs or usage patterns. These insights often reveal non-obvious segment profiles that inform targeting strategies, product design, messaging and media planning. Unlike a priori segmentation, which starts with pre-assumed categories, post hoc segmentation is exploratory, enabling researchers to let the data drive the segmentation logic – resulting in more nuanced and evidence-based market understanding.