Customer Segmentation


Customer Segmentation

Funny thing about marketing segmentation in this day and age: it’s not really about segmenting markets.  It’s about creating products that establish an emotional or aspirational connection. Some call it product affinity.  Some call it product self-identification.  It’s all the same thing.  What is it about a product or service that makes people feel better, not about the brand, but about themselves?   Apple wouldn’t be Apple without it. Nor would BMW.  We know how to identify passionate users and then develop products or services that satisfy their priorities and perspectives.  At HSG, we look beyond the obvious – company size, demographics, etc.– to discover unique, but reachable customer segments who will LOVE your product.

Results we deliver:

  • Passionate customer segments
  • Segment product fit
  • Segmentation modeling
  • Personas
  • Market analysis

Methods we use:

  • Hypothesis development
  • Cluster analysis
  • In-depth interviews
  • Focus groups
  • Workshops


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