Market segmentation recognizes that most companies have limited resources, and therefore need to explicitly identify and deliver on target-specific requirements.

Quantifying a customer segmentation framework gives companies a clear understanding of the most attractive market segments, including their size, profitability, and growth potential. From this, resources can be better aligned to meet customer needs, both today and in the future.

• What is the overall segmentation framework for the category? On what basis -- attitudes, behaviors, or demographics -- do customer groups align?

• Which are the most attractive targets for the brand, in terms of market size, profitability, brand-fit and long-term attractiveness?

• What drives purchase and decision making? What attributes and benefits are most important to the selected target customer?

• Should current offerings be realigned or new offerings introduced to better meet the needs of the target?

A situation assessment is performed, including management interviews and a review of prior research and plans. In-depth exploratory research follows, to identify the full set of perceptions, opinions, beliefs and attitudes regarding the category.

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