Market Segmentation

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Marketeers have long recognised that target markets and audiences are not a single homogeneous entity. They consist of multiple groups and audiences, which need to be understood and communicated with appropriately.

Market Segmentation research broadly has two objectives:

1) To identify groups or niches of people with common interests, needs, motivations and behaviour
2) To understand how each group, or segment, should be reached and engaged with

Market segmentation research provides an essential route map for reaching out to markets, or audiences, from which relevant products, services and audience messaging can be successfully developed.