Segmentation Research

Segmentation is a vitally important tool for any business; no business can afford to move ahead without a clear idea of its likely customer, their needs and their brand alternatives. At heart, segmentation is about identifying groups of people who respond differently to marketing so that your efforts can be focused on the most attractive prospects. 
Segmentation research is not one technique or approach, but a term that covers a broad range of tools for defining important differences between clusters of customers – differences that matter to how they buy, what they buy, how much they spend and what they spend it on. Segmentation research can reveal unmet needs or provide insights about how to approach different people differently for the same brand or product.