Not all customers have the same needs and requirements, and not all customers represent the same sales and
revenue potential. This means that different products, services, and marketing approaches are needed to address
disparate needs and opportunities in the marketplace. Boston Research Group provides Market Segmentation Research
as a means of identifying market segments, understanding how they impact your marketing efforts, and targeting your
efforts toward the segments that hold the greatest potential. The goal of all market segmentation research is to
create a model of the marketplace around which product, service, and marketing strategies can be developed and
Market segmentation research projects are designed to:
Identify the issues and variables around which your market is segmented.
Segment the market according to these variables and describe each segment in terms of demographics, readership habits, buying patterns, and other key descriptive elements that allow you to target each segment individually and accurately.
Size the segments in terms of relative size, numbers of individuals, and market potential.
Create a working model so that segment "membership" for any customer can be identified. This is particularly important when assigning individuals on a database to market segments for direct marketing activities.