Segmentation and clustering in market research.

Everyone in marketing and market research knows about segmentation i.e. grouping customers into segments for the purposes of targeted marketing and research. The most common and traditional way of doing this is using demographics: age, gender, region, income etc. But what happens if you have been using this traditional approach and finding that it isn’t doing the job?

Well, many companies are finding that demographics are not a sensible or accurate way of grouping people. For example all 18-24 year old women or 25-44 year old men don’t behave the same way (funny, we know that already!) and they need much more information to really get the picture of their customer base. But once they get hold of some decent information, without a sensible and useful way of grouping customers it is impossible to tell which data are relevant and which are not.

Roll up London-based consultancy, Clusters, the segmentation specialists. Clusters are experts at identifying the most accurate segments from multi-dimensional customer, consumer and market data.  They have clever software which uses their own unique method to create segments (often with more behavioural data rather than demographics) and identify which ones are the most profitable to focus on for the future of their clients' business.

Take the MARSC sampling tool which allows you to choose any criteria you have collected data on to select sample for research.  So you can ask questions in your research about a wide variety of topics to your target audience and save that information in MARSC for future segmentation.  You can also use Clusters to help identify the segments you need to concentrate on to better target your business.  Finally, use this clustering information to define your target market for your future research to be sure you are monitoring the progress you are making in focusing your business where the real profits are.

Combining these two products provides a powerful solution to market segmentation and increasing profitability.

For further information please contact sales@marsc.com or info@clusters.com or visit one of the websites below.

www.marsc.com

www.clusters-segmentation.com