Segmentation studies help your
product development and marketing teams successfully
deliver the right products and marketing messages
to the appropriate target markets.
At Stratejik Fokus, we
work with you from the beginning of this important
strategic research by conducting in-depth, qualitative
exploration to identify the relevant attitudes
and behaviors of your addressable market. We then
validate these attributes through a market-wide
quantitative survey to define the number, size,
type, and importance of your target segments,
and profile them in-depth.
Segmentation studies can tell
you who is buying, why they are buying, and how
to get them to think more positively about your
brand. You can then develop separate marketing
programs to best target these groups.
In segmentation studies, we answer
a wide range of questions, including:
What unmet consumer
needs exist in the category?
Are there different
groups of consumers that I need to distinctly
market to?
What are the characteristics
of these different consumer groups?
Where do these different
consumer groups shop?
How do we market to
each of these groups?
Which product attributes
are the most important to focus on?
What is the potential
market share if our product delivers certain
benefits?
Do we need to introduce
a new product to reach a different group of
consumers?
Should we revise our
advertising and promotion plans to better reach
the target audience?
How are heavy users
different than light users?
How price sensitive
are these consumer groups?
Why do consumers choose
a competitor's brand over ours?
We help our clients in
Distinguishing market
segments based on:
- demographic features
- psychographic features (lifestyles)
- product expectations (functional, rational
and symbolic)
- market behaviours and consumption patterns
Determining the volume
and forecasting the attractiveness of a segment
in terms of consumption and purchasing power
Profiling detailed segment
characteristics including media consumption
