A Guide to getting the best out of your Segmentation Analyses

Market segmentation is defined as the practice of ‘breaking down the market for a particular product or service into segments of customers which differ in terms of their response to marketing strategies’ (Wind and Douglas 1972). A good segmentation study identifies and profiles promising target markets so that you can reach them with optimal marketing mixes.

The purpose of this paper is to provide a step-by-step guide to best practice in developing meaningful and relevant segmentation solutions.