Market Segmentation Studies

Identifiable: Differentiating attributes must be measurable and identifiable.
Accessible: Segments must be reachable through communication and distribution channels.
Substantial: Segments should be sufficiently large to justify the resources required to target them.
Unique: To justify separate offerings, segments must respond differently to different marketing mixes.

It has long been recognized that segmentation allows companies to better satisfy their customers’ divergent needs. For segments to be practical they should be:


Identifiable: Differentiating attributes must be measurable and identifiable. Accessible: Segments must be reachable through communication and distribution channels. Substantial: Segments should be sufficiently large to justify the resources required to target them. Unique: To justify separate offerings, segments must respond differently to different marketing mixes.

Durable: Segments should be relatively stable to minimize the costs of frequent changes.
Internally homogenous: Segments should be as similar as possible within a segment.
Externally heterogeneous: Segments should be as different as possible between segments.

Consumer markets can be segmented geographically (region, area size, population density), demographically (age, gender, in-come, education), psychographically (activities, interests, opin-ions, attitudes, values), and behavioralistically (usage rates, brand loyalty, benefits sought, purchase intent).

Call today to find out how iResearch can help you to identify, explore, and better meet the needs of your company’s various market segments.

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