Consumer Segmentation
Consumer Segmentation
Dividing consumers based on common characteristics:
01
We go beyond demographics to lifestyle attitudes and need states.
02
The output is 3–7 segment profiles with rich and layered detail that truly distinguishes one segment from another in a manner that informs creative content and strategy.
03
Benefit of segmentation data – nuanced details that inspire or inform creative content settings, creative content strategy, omnichannel engagement strategy, new product offerings and promotion tactics.
Segmentation Research is useful when:
01
Your product is in a shrinking category. You need to broaden how the usage occasion is defined and understand those consumers to attract growth (e.g., morning caffeine vs morning coffee).
02
Significant changes have occurred in the needs and attitudes of your core consumers and you need to understand how they see the world.
03
Your team wants clarity on which products in the portfolio best meet consumer needs in the category, or whether there is a gap in the portfolio for meeting needs.
EPiQ’s Consumer Segmentation study can provide feedback on consumer needs & attitudes in half the time as typical segmentation studies:
half the time as typical studies
per study for one category
consumer sample size
To get more information on research details and reporting options, email us at EPiQ@insights.epandcompany.agency
Typical Segmentation Topics for Custom Survey
age, household income, gender, households w/kids, etc.
Demographics
quantities consumed, dayparts used, as individual or group, frequency, etc.
Usage Behaviors
where purchased, when purchased, purchase frequency, purchase trigger, amount purchased (when relevant), etc.
Purchase Behaviors
‘Go To’ brands purchased, alternate brands considered or purchased, brand associations, key benefits, etc.
Brands Purchased
primary function, table stake features, innovative or convenient features in category, unmet needs that no product or brand addresses.
Needs Addressed By Category
consumer attitudes and beliefs, lifestyle behaviors.
Related Behaviors
Partner With Us
[Contact Us
](/content/contact/index.html)
Work With Us
[Find An Open Role
](/content/careers/index.html)
Greenville
110 E. Court St.
Suite 400
Greenville, SC 29601
New York
622 3rd Avenue
Floor 3
New York, NY 10017