We all know that products and services can’t be sold to everyone. To market effectively, you must identify the specific groups of people who are most likely to purchase your product. Segmentation research can identify and segment how people differ in their attitudes, needs, motivations, and behaviors so that your company tailor marketing strategies and tactics that appeal to different segments, ultimately increasing sales.

To illustrate the power of a custom segmentation study, we put together a few examples of successful segmentations that we partnered with our clients on.  

The examples below show how segmentations can work in different contexts, and the potential benefits companies and brands gain from this kind of study.

Donor Segments for a well-known Non-Profit

To enhance their donor base, a non-profit organization utilized a multi-phase research approach to identify donor segments based on motivations, helping to craft targeted engagement strategies. See the segmentation case study: Using Segmentation Targeting Those Most Likely to Give.

Methods used: 
Multi-phase qualitative and quantitative research.

C+R’s approach: 
We began with qualitative research to uncover key donor motivations, followed by a quantitative survey to validate and segment the donor base. This combination of methods allowed for a nuanced understanding of donor behavior and preferences. 

The result: 
Clear identification of four universal themes for why donors give to charity, and five distinct donor segments, each with unique motivations and engagement preferences. With these new strategic insights, the organization was able to drive significant changes to their donor communications and motivational strategies.

Vodka Consumer Segments

An alcoholic beverage company segmented vodka consumers to optimize brand strategies and minimize cannibalization across its product lines. See the case study on Vodka Category Segmentation.

Methods used: 
Multi-phase study, beginning with qualitative research followed by a large-scale quantitative segmentation.

C+R’s approach:
To understand consumers’ motivations and decision-making about which vodka they consume, our team spoke directly with vodka consumers during the qualitative phase of the study. We then applied the insights from the qualitative phase to design a large-scale quantitative survey. Finally, we used the results of the survey to align each of the client’s brands to its own unique segment.

The result:
Ultimately, our client was able to use the insights gained from the study to understand how consumers view the vodka category as a whole, as well as which segments their brands should target to build the brand while avoiding cannibalization between brands.

Identifying Key Customer Segments for the National Pork Board

The National Pork Board identified key consumer segments to align marketing strategies with consumer preferences and drive product innovation. See the case study on Understanding the Demand Landscape for Pork.

Methods used:
Multi-phase research including multiple phases of qualitative research and quantitative segmentation.

C+R’s approach:
We began by leveraging a Category Discovery via Numerator’s Omnipanel™ to understand purchase dynamics of the client’s categories and subcategories. Once the Category Discovery was complete, we conducted ten focus groups exploring perceptions, emotions, and barriers associated with the pork category. We combined these findings with the results of a proprietary online community with digital journaling activities and shopper missions. The insights gained informed three modular, sequentially triggered surveys to quantify consumers attitudes about and usage of pork and other meats, allowing us to provide the client with a list of key customer segments to target for their marketing efforts.

The result:
Through our segmentation research, the client developed actionable strategies to align individual pork cuts with key consumer targets by dining occasion and in-home and away-from-home dining. C+R’s insights also provided a clear path for innovation to better position pork by consumer generation, family type, and nutritional priorities, fueling a comprehensive publicity and social media campaign to disseminate key insights.

Home Fragrance Market Segmentation for a CPG Brand

A consumer-packaged goods company segmented the home fragrance market to develop targeted messaging and strategies, particularly focusing on multicultural consumers. See the case study on Fragrance Brand Growth Segmentation.

Methods used: 
Multi-phase study focusing on multicultural consumers.

C+R’s approach:
This study began with C+R’s CultureBeat team helping the client immerse themselves in cultures that the client felt unfamiliar with, through a Multicultural 101 presentation, a tour of local Hispanic stores and sites, and in-home interviews with Bicultural Hispanics and Black/African Americans. The C+R team then developed an attitudinal segmentation to identify segments based on their attitudes and emotions associated with fragrance and usage of the category.

The result:
C+R uncovered a wealth of findings about the home fragrance sub-category of interest and the brand’s position, all of which helped highlight areas of innovation for the brand.

A Shopper Segmentation of Parents’ Purchasing Behavior

A retail brand specializing in children’s products developed a detailed segmentation strategy to enhance their marketing and product offerings. The focus was on understanding the different shopping behaviors and needs of parents to tailor their strategies more effectively. See the case study on Kid Retail Strategy Segmentation.

Methods used: 
In-depth survey of over 1,000 parents, examining shopping behaviors, preferences, and motivations.

C+R’s approach:
We started with online surveys to profile shoppers of clothing for children aged 10 and under, designed to capture shoppers’ attitudes toward clothing purchases. We analyzed the survey responses (using a Max Diff approach) to identify attitudinal, occasion, and consumer-type segments.

The result:
The insights from the segmentation study helped the brand develop a range of new marketing strategies, and they continue to be a top fashion-forward retailer in the industry today.

Understanding Moms through Segmentation

A cable TV channel targeting preschoolers developed a sophisticated segmentation of moms to better tailor content and marketing as they expanded beyond television. See the case study on Effective Segmentation of Moms.

Methods used: 
Comprehensive survey of nearly 2,000 moms, analyzing parenting styles, interests, and media engagement.

C+R’s approach:
We developed a survey targeting a mix of moms with children at different preschooler ages, as well as a representative mix of demographic characteristics. Survey questions covered traditional TV interests and behaviors, along with digital and offline behaviors, giving us a rich picture of each mom’s strategies for entertaining young children.

The result:
Our Advanced Analytics team identified the best segmentation solution, including five distinct segments defined based on their attitudes toward entertainment for their children, as well as parenting styles. We then assisted the client in developing materials that helped their employees learn about the segments and develop effective strategies and marketing plans for communicating with them.

In each of these examples, we see how a detailed segmentation can significantly influence marketing strategies and help brands connect more effectively with their target audiences. Segmentation studies remain one of the most powerful tools an organization can implement, paving the way for better communication with customers, more effective marketing, and better overall relationships between brands and their consumers.
Click here to learn more about C+R’s custom segmentation research, and leverage our decades of experience to empower your marketing and communication strategies.