Segmentation & Targeting

„Nobody can be everybody´s darling."
Proverb

Finding the Consumer´s Individual Fingerprint

Many consumers are behaving in an ever more unpredictable way: dining at McDonald´s after the opera, frequenting the top restaurant on site during camping holidays, driving to the discount retailer in a sports car. Luxury AND modesty are no longer a contradiction in the era of the “hybrid consumer”.

Apparently, the old patterns of establishing order according to exclusively demographic criteria no longer apply. The search for the most interesting target groups often involves opinion multipliers and their lifestyles. It is necessary to understand the daily routine and philosophy of life lived by one´s target groups in order to be able to develop the appropriate products, design media plans, and build communication strategies.

 

We identify, describe and quantify benefit- and lifestyle segments for you and provide you with a solid foundation for decision-making. In doing so, we refuse to be limited by statistical methods of categorisation or isolated parameters, rather we construct a segmentation concept which is perfectly suited to your market.

 

Ideally a segmentation concept which equally considers your various products and target groups; which can be reconstructed with a manageable number of variables and can hence be integrated into your marketing routine; which is presented in such a way that your employees and your suppliers can understand the needs of your most important target groups without any doubt.