What's next for segmentation?

Market segmentation has evolved into an elaborate science, but time works against marketers. Consumer mindsets are constantly changing, and to develop inspired ideas, we need to shift the way we segment.

What's next for segmentation?

Marie Lenatupot and Tim Stock

Segmentation needs to embrace consumer collaboration, crowdsourcing and culture mapping to be relevant and avoid being ignored in favour of the 'big idea'

Through the years, market segmentation, the art of grouping and regrouping consumers to better target brand messaging for maximum impact and cost-efficiency, has evolved into an elaborate science as we explore how we can use segmentation to best understand consumers.

Häagen-Dazs brand owner General Mills began to rethink its approach to planning in 2009

We group by demographics or lifestage, behaviour, lifestyle, value, attitude, and then we mix...

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