Consumer segmentation
Understand consumer segmentation within the market to optimize targeting and marketing strategies
A consumer segmentation identifies existing consumer segments within the market, the characteristics and the differences in purchase behavior, product usage and brand perceptions of each segment. The insights generated will contribute to a clear definition of key market segments based on differentiating attributes, perceptions of the existing market and/or product usage and patterns.
Key insights
The insights gathered from the consumer segmentation will assist you in:
Define the size, value and main characteristics of each key segment and their key differentiators
Understanding your customers profile, their behavioral traits and preferences
Optimizing your marketing strategies and ROI
Targeting your consumers more effectively and increase their loyalty and spending habits
Identify needs for new products and services
K-Means clustering
Technical set-up
To identify consumer segments, possible dimensions to be used as segmentation criteria and profiling variables are defined.
The questions are then combined into compound measures of dimensions and cluster analysis is used to profile the resulting segments.
Data analysis and reporting
A segmentation methodology is used to identify “homogeneous” groups within customers. Depending on your business questions, needs and goals one of the following segmentation methodologies is used to process data.
Cluster analysis (HC, K-means, K-means+) to build predictive (classifying) models based on it
Latent Class analysis can be used together with choice-based conjoint or MaxDiff
Rule-based, there is not an exact algorithm, the user can define arbitrary rules
Example of segments characteristics and profile segmentation
Learn how consumer segmentation guides product development and marketing
Consumer segmentation to inform local go-to-market strategies
See how a marketing consultancy company, Mano, utilised our consumer segmentation study to develop tailored activation strategies for their client. Mano faced a challenge when one of their clients, the skincare brand Rudolph Care, asked them to identify consumer segments, in relation to Rudolph Care's decision to expand into two new markets.
“Opeepl has a very robust sample to help us find insights on consumers and shoppers in the Children Nutrition and Health categories. The result gave us confidence to implement new campaigns to meet real needs of our target".
Pongsupa Watcharasukum
Innovation/CMI Manager
