People are Different if You Know How to Look

Julian R P Bond, and Dr Leigh Morris,
Research International

INTRODUCTION

The qualitative concept of segmentation is something that we pick up at a very early age. As young children we naturally group things together. Be it boys and girls, adults and children, the concept of splitting people into groups is essential to our lives. This social categorisation process (Turner, 1986) helps us to simplify the world we live in, and reduces uncertainty in our social interactions (Abrams & Hogg, 1996).

Given our reliance on categorising people (and objects) in all aspects of our life, it is not surprising that both marketers and market researchers regard segmentation as a natural process. Such segmentations are often used to identify unique groups of consumers for whom different types of product or marketing communications are appealing.