Segmentation groups together consumers or businesses who share attitudes or behaviours which differ from those in other segments.

An effective segmentation provides additional insight into this range of customers. It allows clients to fine-tune their products, communications, or service levels to best meet those varying customer needs. It is the opposite of a “one size fits all” approach.

Continental Research uses segmentation techniques to explore customer attitudes on topics as broad as innovation, or as specific as computer gaming.

Outcomes can be used to drive customer acquisition, develop and monitor communications campaigns, or develop new products.

In each case it is the art of creating so-called “magic questions” which underpins the science of segmentation.

Learn more about segmentation techniques here