Segmentation

How are consumers different and which ones should we target?

Realizing that not all consumers have the same attitudes, we created five segments for a major recreational vehicle company. By providing vivid and memorable descriptions of the consumer clusters, Segmentation helped change the mindset of the company, making it less product-focused and more consumer-focused.

The company now thinks in terms of what different consumers want, allowing them to identify overlapping product offerings and relevant marketplace gaps. The segments are now considered in every aspect of product development and marketing strategy, and are even included in the company’s product brochures.

Tool Description

Segmentation is a research process that is as much an art as it is a science. It is used to classify consumers into homogenous segments based on similar wants, needs, benefits sought, attitudes, usage, or emotional connections, thereby allowing marketing efforts to be more targeted. Through Segmentation, we can determine the size, marketing implications and future potential for each newly defined segment.

Benefits

• Develop products and services geared toward the “right” consumer
• Communicate more effectively with targeted consumers
• Determine which segments you and your competition are presently serving
• Develop targeted marketing strategies based on consumer segments
• Understand the consumer base more thoroughly (e.g. wants/needs, attitudes, preferences)
• Identify a short list of screener questions for future research purposes

Gongos Advantages

• Segmentation research can be nebulous. Since we have conducted this research across a number of industries, we understand the nuances involved in defining segments that are actionable and that make sense. Great care and diligence is necessary to ensure this happens.
• We specialize in bringing the segments to life. In addition to hard-line analytics, we utilize a number of creative reporting techniques not only to make the segments descriptive and memorable, but also to make the final output fun and enjoyable.