Segment your market on your terms for detailed and
precise data.

Market segmentation divides your audience into customer bases according to variables like geography, demographics, attitudes, and behaviors. It incorporates a range of techniques, like discriminant and factor analysis, to turn raw quantitative data into insight about your customers and prospects. Analysts can use segmentation to:

• Cordon off one segment of your sample to understand how different variables influence that particular demographic.
• Divide your respondents to compare their sensitivity to different variables, along lines of qualifiers such as age, sex, ethnic origin, etc.
• Predict how demographic attributes such as age, sex, ethnicity, race, and economic status will influence how prospects respond to your brand or offering.

Market segmentation also has practical benefits for end users.

• Develop targeted marketing campaigns that engage specific customer bases using messages tailored to their demographic, region or lifestyle.
• Improve customer service and drive loyalty as you broaden your understanding of unique customers’ needs and desires.
• Strategically position your product to target the precise demographic whose business you want.

Market segmentation should also guide the structure of your research. If you have trouble reaching a particular demographic, FGI Research can use segmentation and sophisticated sampling techniques to recruit only respondents from that group whose beliefs and preferences you want to understand. Or you can apply the same study to several segments of your market and compare the results to see how demographic variables influence consumer response.

FGI uses segmentation not only to inform the reports and recommendations that we make to clients but to facilitate more detailed research. We’ve even designed our custom panel to store segmentation data, to help you target your studies and facilitate a smoother process. Even if you don’t foresee a custom panel in your research strategy, we can segment your respondents or customer base to make your studies more effective.

For a more in-depth discussion of your options, or for a complimentary assessment of your company’s needs, call an FGI representative today.