RPG Research Catalog
Market Segmentation Studies
In this modern era of serving niche markets, it’s more important than ever to understand the underlying market segments that exist within a customer base. Marketers have traditionally examined target markets by slicing groups up by demographic variables (such as age, gender and income level) and looking for key differences between these groups. Unfortunately, this method has many drawbacks, and it can lead to misleading results.
What marketers can do, however, is to conduct market segmentation studies to look for key differences between more sophisticated groups that may exist within the marketplace. Once these groups are identified, strategies for targeted growth are much easier to develop, and marketing communications can be targeted much more effectively.