Segmentation – the foundational approach for marketers since the dawn of consumer research – often accentuates differences and can inadvertently close off your brand to many consumers and situations.
In this new approach, we explore
1. how to quantify today’s complex consumers through sophisticated segmentation
2. use segmentation to look across the market for similarities and common threads that connect people.
Intersecting consumer mindsets with situational contexts will identify new opportunities for growth in different ways. It will reveal new potential positioning platforms and commonalities to appeal to a greater range of consumers across more occasions over time.
