Market Segmentation Studies

• Segmentation studies are portraits of markets that identify independent consumer segments and their characteristics.
• By breaking markets into segments with unique wants and needs, companies are able to more carefully target product development and marketing programs to the needs of individual segments, thus providing keys to growing share in a category.
• Segmentation studies often uncover consumer groups with unmet needs. The brand that is able to identify such segments and introduce product that meet those needs is the brands that wins the segment.