Segmentation Strategy for Modern Brands
Marcus Thompson
Senior Researcher
How to effectively segment your market and target the right audiences with precision.
Why Segmentation Matters
You can't be everything to everyone. Effective segmentation allows you to focus resources on the audiences most likely to drive business growth.
Types of Segmentation
Demographic Segmentation
Age, gender, income, education—the basics. Useful but often insufficient on their own.
Psychographic Segmentation
Values, attitudes, lifestyle, and personality. This reveals why people make choices, not just who they are.
Behavioral Segmentation
Purchase behavior, usage patterns, brand loyalty. Based on what people actually do.
Needs-Based Segmentation
Groups consumers by the underlying needs your product or service fulfills. Often the most actionable approach.
Building an Effective Segmentation
Good segmentation is:
- Meaningful—segments are truly different from each other
- Measurable—you can size and track segments
- Accessible—you can reach segments through marketing
- Actionable—insights lead to different strategies per segment
From Segmentation to Strategy
Once you've identified segments, decide which to target and how to position your brand uniquely for each.
Keeping Segmentation Current
Markets evolve. Revisit your segmentation regularly to ensure it still reflects reality and drives growth.