Proliferation is the keyword in buying behaviour as well as in media and channel usage. Some companies have adapted successfully to this development by systematically assessing customer needs and focusing on extremely profitable market segments. Others failed by getting caught in the middle or not targeting sustainable segments.

In order to help our clients succeed in this challenging environment, we stress several core principles in developing and implementing powerful segmentation strategies:

The starting point of strong segmentation is having an accurate picture of what different consumer groups need and how they behave. Therefore our segmentations are based on consumer data and not on intuition.

We work closely together with the potential segmentation users to incorporate their market know-how and past segmentation experiences. We do not consider segmentation a purely analytical task.

Our goal is to help management to significantly reduce decision complexity and to establish a common terminology for strategic discussions. This enables fact-based and efficient discussions and decisions.