You Can't Please Everyone All of the Time
Custom Segmentation Analysis
Getting the most from your marketing dollar requires focus. A truly strategic market segmentation lets you identify who to spend marketing dollars on, and where and how to spend them. The challenge is getting that segmentation that is indeed truly strategic for your business.
At Forbes, we recognize you can't serve every business with a single segmentation model
Just as the market includes a range of different consumer types that are not all good targets for your business, the science of market research offers a range of segmentation approaches with only one
that is the best match for your business. At Forbes, we begin a segmentation assignment by learning your business inside and out, and then exploring the vast range of alternatives for building your segmentation. Alternatives range from approaches which focus on usage occasions, to aspiration-based segmentation, to "matrix" segmentation that lets you integrate two approaches into a single solution (e.g., integrating attitudinal and behavioral segmentation.)
Our segmentation for your company is then custom-tailored for
your situation.
Business Impact is Priority One
In the end, we make the ultimate business value of segmentation research our first priority. Almost every company has purchased a segmentation study – but only a few of these companies get the strategic traction that a segmentation should provide. Segmentation analysis from Forbes is all about strategic traction: it provides a market targeting map you can put to work today – to measurably enhance returns on your marketing dollars.