Segmentation /


Identifying and describing homogeneous target groups

Segmentation is a method applied to identify and describe homogeneous target groups ('customer types'). The method is used in many different areas, including customer satisfaction, strategic planning of company/brand positioning, marketing campaign planning and product research. Accordingly, segmentation can be applied on the basis of various features:

  • sociodemographic features (e.g. age, gender, education, income groups)
  • behavioural features (e.g. purchase or use of products, use of media)
  • psychological features (e.g. attitudes, product preferences)

Your Questions

  • Which customer segments exist, i.e. to which homogeneous groups can (potential) customers be assigned?

  • How many different customer segments can be distinguished?

  • How large are the various customer segments?

  • Which features distinguish the different customer segments?

Our Solution

The largest part of our segmentation is based on data acquired over the course of structured, quantitative surveys. In order to identify segments from this data, we select the respective appropriate method from the large number of multivariate classification models (e.g. cluster analyses, latent class methods).  We focus on the practical relevance of the identified segmentation in addition to the specific statistical selectivity of the segments.

Segmentation can be initiated alternatively on the basis of qualitative methods (e.g. in-depth interviews) if it is more important to provide typification on the basis of complex interrelated effects (e.g. needs and motives) and less so to provide specific statistical selectivity and quantification of segments.

Your Results

  • Fact sheets provide you with a precise description of the segments. We use images to convey an impression of typical members in the respective segments.

  • You receive a ranking of the features characterizing the respective segment.

  • Using simple graphic renditions ,we show you the size of the segments and the differences between them.

  • Mapping methods help you to recognize, at a glance, where the various segments are located with regard to particularly important features/factors.

  • On request, you receive a calculation function or an Excel tool with which you can subsequently assign new customers to the segments. We would be pleased to support you in integrating an appropriate function within your data warehouse.

Contact us

Dr. Torsten Melles Managing Partner
+49 (0) 21 03 / 25 819 - 33