Segmentation

Need-gap Segmentation

This segmentation is useful for Innovation and creating new products. Here we understand the moments…

This segmentation is useful for Innovation and creating new products. Here we understand the moments of consumption and the functional and emotional needs in each of the occasions to segment the consumers. We also focus on determining the need gap for the needs to identify winning innovation opportunities.

Emotive Segmentation

Deep understanding of consumers’ emotive needs for the category, to understand the feelings, moods or…

Deep understanding of consumers’ emotive needs for the category, to understand the feelings, moods or aspirations that are triggered when the consumer thinks of the category or the brands within the category (beyond just functional needs from the category). This method of segmentation is used to develop positioning and communication strategies for the brands.

Persona Segmentation

This is a segmentation usually used in the Services industry where we need to identify…

This is a segmentation usually used in the Services industry where we need to identify each consumer’s segment to provide specific and personalized solutions. It used multiple levels of data including demographics and lifestyle as these impact consumers’ needs, affordability and choices.