Segmentation: crutch or booster?

Roderick White

This introduction to Admap's report on segmentation reviews the benefits and problems associated with the technique, which aims to identify a specific type of person at whom to target marketing.

Segmentation: crutch or booster?

Roderick White

This introduction to Admap's report on segmentation reviews the benefits and problems associated with the technique, which aims to identify a specific type of person at whom to target marketing. The range of possible segmentations (attitudinal, behavioural, psychological etc.) continues to expand. Although in many categories it is hard to discern any brand-related segmentation, there are still benefits to identifying and reaching people who are more likely to buy in a given category. The main criteria include: the existence of reasonably large clusters; establishing actionable segments...

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