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Create homogeneity in heterogeneity – know your consumers well and check for white spaces

We can help you segment the market as well as customers. Depending on the objective, it could be a Basic segmentation, Brand Value segmentation, Psychographic segmentation, or Motivational segmentation.

Basic Segmentation

  • Socio-economic class
  • Gender
  • Employment
  • Life stage
  • Household income

Brand Value Segmentation

  • Basis the values that consumers associate with the brand
  • Captures brand/user image, personality, driving factor for purchase
  • Categories where brands have distinct image/values and loyal customer set

Psychographic Segmentation

  • Categorization by personality types
  • Uses implicit associations
  • High involvement and premium categories

Motivational Segmentation

  • Occasion-based segmentation and not respondent based segmentation
  • Ideal for low involvement categories where differentiation between brands is less. For example, foods & beverages
  • Start with Qualitative (FGDs), to identify consumption occasions and corresponding needs
  • Followed by Quantitative (face to face interviews)

End results are clearly differentiated segments, such that they can be uniquely targeted.