The segmentation of audiences or customers is crucial to make the most of the investment in market research. The grouping and classification of our consumers into related groups according to various criteria (gender, income, geographic location, needs, desires, turnover, consumption, etc.), allows us to understand our market, our audience and identify opportunities, in a documented and substantiated manner.
We often forget that the customer is at the center of everything. And only by assertively segmenting and compartmentalizing our audience will we be able to obtain a deep and detailed view of their needs and desires, so that we can offer customized solutions and truly differentiated value propositions.
At FOCUS Marketing Research South West Europe we have identified 5 key issues:
1. DEEP UNDERSTANDING OF THE AUDIENCE. The identification of groups with similar preferences and behaviors and preferences provides in-depth knowledge of specific needs.
2. ASSERTIVE PERSONALIZATION. This in-depth and segmented knowledge of the audience makes it possible to offer customized products and services, thus satisfying the demands of each group.
3. TARGETED AND EFFECTIVE MARKETING. Segmentation allows targeting specific messages to each audience, maximizing the impact of campaigns and optimizing the return on investment.
4. DETECTION OF OPPORTUNITIES. The analysis of the different segments allows us to identify both untapped niches and potential growth areas, as well as underserved or undervalued groups.
5. OPTIMIZATION OF RESOURCES. Once the different customer segments have been identified and analyzed, it is possible to orient the strategy and develop specific actions, maximizing resources and investments.
Market research acts as a conduit that connects companies’ offerings with what their audience expects, wants or needs. Real value can only be delivered if the customer is placed at the center of everything and is properly interpreted over time.
