Segmentation
Identifying different consumer groups in the market is a powerful tool for determining target audience characteristics beyond basic demographics and category behaviors.
W5 views Segmentation as the study of consumers’ responses to specific attitudinal, behavioral, psychographic, and category- and brand-related questions. During analysis, consumers with similar attitudes and thought processes are bundled together to create an audience “segment.”
Segmentation is beneficial to those seeking a reliable understanding of consumers based on stable, real-world criteria. W5 leverages a mix of applied approaches to ensure resulting segments are actionable and capable of informing product/service refinement, brand positioning, and communications strategies.
W5’s approach to custom, strategic segmentation research will:
Determine which consumer segments exist and reveal the relative size of each
Evaluate the potential economic value of each segment
Identify the behaviors, attitudes, needs, and underlying psychographics of each segment and how these differ from one another
Connect with us to learn more about W5’s Segmentation capabilities and how we can support your team.
Explore
W5 helped a fast-growing restaurant client get a better understanding of their customer landscape and improve on an existing but dated segmentation.
See the case study here.
Do you prefer chunky or smooth spaghetti sauce? No matter what your preference, you have segmentation to thank.