Strategies for Segmentation

At SRA, we use marketing segmentation to identify unique subsets of groups sharing similar characteristics. This allows our clients to develop different marketing and products or services for each group designed to appeal specifically to them based on their unique characteristics. We help clients understand what makes the different groups within their target audience react differently.

The market segments which are discovered are summarized in a profile, usually with a catchy name that paints a mental picture for our clients of the nature of the cluster. Several key aspects are used to profile the segments or groups. These include the:

  • Size
  • Geographic characteristics
  • Attitudes
  • Behaviors, including purchase habits
  • Lifestyles, including attitudes, values, personality, and interests (what we call psychographics).
  • Demographic differences that make a subset unique.

Ultimately, the goal of segmentation strategy is to be able to develop products, services, and messages to each individual group within your audience based on their needs and desires to make your marketing more successful.

SRA delivers marketing segmentation market research for a wide variety of clients which:

  • Identifies the size and characteristics of sub-groups
  • Allows organizations to more accurately target specific audiences
  • Provides insights based on the attitudes, behaviors, and lifestyles of people in target clusters
  • Determines what types of products or services will be most appealing to people in target clusters
  • Understand the specific needs of organizations or individuals in a targeted sub-group or cluster

SRA works with business-to-business and business-to-consumer audiences when conducting marketing segmentation market research, including:

  • General consumers
    • Customers
    • Prospects
    • Lapsed customers
  • Business owners and managers
  • Healthcare professionals

In the social services arena, we conduct primary marketing segmentation market research among:

  • Residents
    • Adults
    • Parents
    • Seniors
  • Social service providers

SRA has helped organizations in a variety of areas understand where the greatest needs exist among their audiences. Some of the areas where we conduct marketing segmentation research include:

  • Hospitals and healthcare organizations
  • Retailers
  • Manufacturers
  • Consumer packaged goods companies
  • Educational institutions
  • Not for profit agencies
  • Banks and financial service companies
  • Builders and developers

 

SRA’s marketing segmentation market research has helped many organizations identify new opportunities and understand how to market to or serve specific sub-groups of their overall audience. Our segmentation research has helped:

  • A consumer products company develop a new line of products based on the attitudes, lifestyles, and behaviors of three distinct consumer sub-groups. This led to a three-fold increase in sales for the company in this category.
  • An airline segments passengers into subsets of four for the leisure traveler and three for business travelers, including “road warriors.” This research led to the development of most of the frequent flyer programs known today.
  • An international express shipping company segmented customers and prospects to better understand what makes them choose an express shipping service. This allowed the client to design a unique niche service offering to capture market share.
  • A financial services company conducted marketing segmentation to design advertising geared toward specific groups of retail and business customers. The research allowed the company to design specific targeted ads which had the greatest appeal to each subset of customers and prospects.
  • A land planning institute segmented female golfers based on their attitudes toward playing and watching golf, course designs, locker rooms, amenities, and requirements for golf vacations. This allowed planners to understand how to design golf resorts and golf communities which would most appeal to women golfers who were likely to play most frequently.
  • A healthcare district recognized that seniors represent many different attitudinal and behavioral clusters. They needed to understand the different segments of seniors to create programs which would best meet the unique needs of different senior constituents.


For further information, please call us at 561-744-5662.

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