Segmentation Research

Segmentation is at the very heart of marketing.

A segment is a group of individuals or companies with a common attribute that causes them to share similar needs. Marketers tailor their products, services and communications to these common attributes in order to ensure that their offering meets market requirements.

Segmentation is a means of capturing value – customers receive and pay for benefits they value; conversely they neither receive nor pay for benefits they do not value.

Segmentation: Are You My Type?

No company has the resources to successfully satisfy every potential target market. This article, part of our series on developing a marketing strategy, aims to explore how you can build an effective customer segmentation.

Getting People to Switch!!

What does make people switch? What is it that makes someone change their mind or their behavior? These are crucial questions to any marketer and particularly baffling to the business-to-business marketer.