In Touch With The Spirit World

Predicting consumer's drink choice and identifying market potential

Paul Carney
Research International
Hilary Perkins
Allied Domecq

Really Understanding Consumer Dynamics

There have been many examples, some a little too fresh in the memory, of segmentation studies that promise much but deliver relatively little. Large amounts of time, effort and money have been invested in developing segmentations that 'really come alive', in the sense that they are based on interesting, detailed variables, make complete sense to the clients at first glance, and have a distinct profile that people can identify with. But soon we find that they disappear from view all too quickly. That is not to say, of course, that segmentations are always doomed to failure, far from it as long as we follow some basic principles, market segmentations can underpin future strategic planning for years to come, as we will see later on.