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  • Writer's pictureKristin Harper

Unlock Profitable Niches Thru Market Segmentation Research

Market Segmentation Research

Are you a business professional looking to better understand the market segments related to your products or services? If so, then learning how to conduct market segmentation research, or hiring a company that does, is essential for success. Market segmentation can be an invaluable tool in helping you effectively strategize and plan marketing campaigns that are sure to reach the intended audience, all while making sure you don't miss out on any potential opportunities. In this blog post, we will explore what makes up successful market segmentation analysis – from creating customer personas and using available data sources to identifying trends in the marketplace and understanding buyer motivation – so that you have the necessary knowledge and tools needed for optimal results.

Why is market segmentation research important?

Market segmentation research is an essential tool for businesses to understand their customer base. This method involves dividing a large market into smaller groups of consumers based on common characteristics such as age, income, and interests. Businesses can tailor their marketing strategies to better target each segment's specific needs and preferences. With the vast array of products and services available today, it's more important than ever for businesses to differentiate themselves from their competitors. Utilizing this method allows businesses to do just that by targeting specific groups of consumers with specific messages that resonate with them. Without a strong understanding of the nuances within their customer base, businesses will struggle to appeal to their audience, leading to missed opportunities and lost revenue.

Different Methods of Market Segmentation Research

Market segmentation is crucial for businesses to thrive in today's competitive market. It is important to understand different types of market segmentation research to effectively reach target audiences. There are three main types of market segmentation: demographic, psychographic, and behavioral.

Demographic segmentation involves dividing a target market based on demographic factors such as age, gender, income, education level, occupation, and family size. It provides valuable insights into the general characteristics of a customer base and helps businesses tailor their marketing strategies to specific demographics. For example, a company may use this demographic method to target young adults who are interested in a sustainable fashion by creating eco-friendly clothing lines and advertising them on social media platforms popular among that age group.

Psychographic segmentation involves dividing a target market based on psychological factors such as values, beliefs, personality traits, lifestyles, and interests. This type of segmentation provides deeper insights into a customer base's motivations, attitudes, and behaviors and helps businesses create more personalized marketing messages and campaigns. For instance, a company may use this method to direct outdoor enthusiasts by creating advertisements that highlight the importance of protecting the environment while enjoying nature.

Behavioral segmentation involves dividing a target market based on consumer behavior such as purchasing patterns, product usage, and brand loyalty. It provides insights into the buying habits and preferences of a customer base and helps businesses create directed marketing messages and promotions. For example, a company may use methods to find frequent travelers by offering loyalty rewards programs that provide discounts on future travel bookings.

By applying these different types of methods, businesses can gain valuable insights into what their consumers want, need, and how they behave, which ultimately leads to better targeting and increased revenue.

Benefits to Your Business Strategy

In today's highly competitive business landscape, it's more crucial than ever to understand your customers' preferences and needs – and that's where market segmentation research comes in. By dividing your market into specific groups that share similar characteristics, you can tailor your business strategy to better meet their unique needs. This results in increased customer loyalty, improved brand awareness, and ultimately, greater profitability. With the right approach, you can gain insights into what your customers want, how they make purchasing decisions, and what factors influence their behavior. By leveraging this information effectively, you can make smarter business decisions that help take your organization to the next level.

How to Use Results to Maximize ROI

Market segmentation research is a crucial step in any successful marketing strategy. But how can you ensure that you are getting the maximum return on investment (ROI)? The answer lies in how you utilize the results. Once you have identified your audience, it's important to tailor your messaging to speak directly to them. Use the data gathered to create targeted advertisements, social media posts, and email campaigns that resonate with your audience. By understanding their pain points and preferences, you can create a personalized experience that drives higher engagement and ultimately, more sales. Don't just stop at the initial analysis - make sure you're leveraging those insights to create a truly impactful marketing campaign.

Companies Who Successfully Use These Strategies

Market segmentation research strategies are essential for companies to understand their audience and tailor their marketing efforts accordingly. Starbucks and Nike are two companies that have successfully implemented market segmentation strategies to drive growth and success.

Starbucks, for example, has identified that their loyal customers can be defined as "socializers," "relaxers," and "energizers." Based on this segmentation, Starbucks has developed specific marketing campaigns geared toward each group. For instance, the socializers are often interested in meeting up with friends at Starbucks, and thus, the company shifted its focus to creating a comfortable environment that encourages group gatherings. On the other hand, the relaxers prefer a peaceful atmosphere and enjoy reading or working in solitude, so Starbucks offers free Wi-Fi and comfortable seating options to cater to this group. Similarly, the energizers are always on-the-go and need a quick caffeine boost, so Starbucks created products like the Espresso Shot and ready-to-drink coffee to cater to this group.

Nike, on the other hand, has identified that their target consumers vary by age and lifestyle. To cater to different segments, Nike has developed product lines such as Nike+ for tech-savvy runners, NikeID for consumers who want to personalize their shoes, and Jordan for basketball enthusiasts. By identifying the specific needs and preferences of each segment, Nike was able to design products and marketing campaigns that resonated with each group.

Starbucks and Nike are examples of how effective market segmentation research strategies can have a significant impact on a company's success. By understanding their audience and tailoring their marketing efforts accordingly, these companies were able to create personalized experiences and products that resonate with different segments. Ultimately, this resulted in increased customer satisfaction, brand loyalty, and revenue.

Market Segmentation Research Projects Tips

Market segmentation research projects are a vital tool for understanding your audience and tailoring your marketing efforts to their unique preferences and needs. However, simply conducting analysis is not enough – you must also know how to use that data effectively. Here are several essential tips for making the most out of your efforts:

  • Create a persona from each segment. Give that segment a short yet descriptive name that distinguishes one segment from another. For example, target audience segments for an over the counter allergy remedy could include Skeptical Suzy, Try-Anything Teresa, Tough it out Terry.

  • Develop media targets, and marketing copy, inspired by each segment persona

  • Utilize data visualization tools, and one-page references, that summarize each segment to keep it top of mind within your organization

By applying these tips, you'll be well on your way to harnessing the power of market segmentation research and boosting your business's success.


Understanding one’s target market is essential for business success and market segmentation research has become increasingly valuable. While the methods involved are varied, businesses should be sure to take full advantage of the data they gather and create an effective strategy. Knowing how to better understand key consumer segments can give you a competitive edge in your marketplace, as demonstrated by various companies that have used this method successfully. Businesses that are unsure of how to do this should look for an experienced market research firm, such as Driven to Succeed, LLC, for guidance. Embracing the right techniques for gathering and analyzing this information will provide invaluable insights for any business and increase ROI in the long run. Feel free to contact us with any questions you might have.


Driven to Succeed is an award-winning global market research and consulting firm that compliments data (the “what”) with empathetic research and conversations (the “why”) to uncover actionable insights so mid-market companies and Fortune 500 brands can innovate and grow. Our team has walked a mile in your shoes with over 100 years of experience in Market Research, Marketing, and P&L Management for global iconic brands and startup companies across diverse B2B and B2C industries. Learn more at

Answers to Your Market Segmentation Research Questions

What is Market Segmentation Research?

Market segmentation research is a process of dividing a market into smaller groups based on certain characteristics such as demographics, psychographics, behavior, and needs. This helps companies to understand their consumers better, identify their specific needs and preferences, and tailor their marketing strategies to meet those needs.

What is the importance of segmentation research?

Market segmentation research is important because it allows companies to identify specific consumer groups that are most likely to buy their products or services. By understanding their customers' needs and preferences, companies can design customized marketing messages and campaigns that resonate with their audience, resulting in increased customer satisfaction, brand loyalty, and revenue.

What is the goal of market segmentation?

The goal of market segmentation is to divide a larger target market into smaller groups that share similar characteristics and needs. By doing so, companies can create marketing strategies that are more effective in reaching their desired audience and achieving their business goals. The ultimate goal of market segmentation is to increase sales and revenue by creating customized products and services that meet the unique needs of different customer segments.

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