Segmentation beyond cultural boundaries

Mila C. Montemayor
MOI, Inc.


It is common in pharmaceutical marketing research to receive a request for segmentation studies based on specific parameters. Usually, a member of corporate or product management requests a researcher to determine and define market segments that could ease the way for a product launch or to re-position a specific product to a more lucrative group of potential consumers.

The following actual research studies were recently completed among physicians and patients. These three cases will be used to illustrate the issues in this paper:

Case 1 Dermatological Patient Segments in Southeast Asia