Market segmentation2017-05-12T13:30:18+00:00

MARKET SEGMENTATION

Many marketing questions cannot be answered without knowing the attractiveness, potentials and needs of individual target groups.
The purpose of the market segmentation is to determine relevant differences between various customer groups to derive specific concepts for marketing and customer support. To this end, the individual market segments (or customer segments) first need to be defined and measured precisely. Then segment-specific strategies are developed and implemented.

Key offers for market segmentation

Because not all customers are equal.

Personas
To give you a tangible idea of various target group segments, we develop so-called “personas” – i.e. prototypical descriptions of different customer groups as persons. This way we can give your customers a living face.
Data mining and customer typologies
The placement of customer segmentations in a dedicated asset system makes it possible to approach and support customers individually. Depending on the data situation, we use various highly developed analytical tools, such as boosted trees, neural networks, discrimination analyses and log-linear models.
Target group studies
In addition to exclusive order projects for the market and customer segmentation in various industries, we also perform our own target group insight studies on a continuous basis. This also includes our long-term study series “Target groups for financial service providers”.

Key competencies for market segmentation

Differentiated, accurate, reliable.

Focus on needs and motives

Demographic and socio-economic criteria alone often say little about the buying and response behavior. For that reason, we attach great important to the integration of psychologically effective needs, attitudes and motives in our approaches for market segmentation. This enables us to predict future customer behavior in a more precise and differentiated manner.

Support from the development to the implementation

Effective market segmentation is a strategic process. It starts with a determination of the segmentation goals, continues with the definition (or new definition) and compilation of the relevant segmentation criteria and ends in the implementation, for example through data mining, and the development and execution of segment-specific approach and support concepts.

High methodological expertise

In the implementation of market segmentations and potential analyses, you can profit from our high psychological and sociological know-how as well as the use of state-of-the-art qualitative and statistical processes.

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Your personal contact person

Contact us today. It’s worth it!

Axel Stempel, CEO of HEUTE UND MORGEN

“With our high-quality segmentation services, you can strategically align marketing, product development and sales and avoid major coverage losses.”

Contact us today. It’s worth it!

Robert Quinke, CEO of HEUTE UND MORGEN

“With our high-quality segmentation services, you can strategically align marketing, product development and sales and avoid major coverage losses.”

Contact us today. It’s worth it!

Dr. Michaela Brocke, GCEO of HEUTE UND MORGEN

“With our high-quality segmentation services, you can strategically align marketing, product development and sales and avoid major coverage losses.”

Contact us today. It’s worth it!

Tanja Höllger, CEO of HEUTE UND MORGEN

“With our high-quality segmentation services, you can strategically align marketing, product development and sales and avoid major coverage losses.”