Consumer types, personas & market segments
Market segmentation is used to divide a market into subgroups. It’s useful to divide the market according to products and product characteristics, but also according to certain consumer types. Segmentation by product often also includes segmentation by price group, so that a company can specifically adapt its products to demand behavior in terms of quality, appeal and price.
The aim is to divide an overall market into internally homogeneous and mutually heterogeneous subgroups (market segments), thus enabling differentiated or optimized market cultivation in product development, marketing and sales.
We recommend segmentations in the form of buyer typologies using the level of agreement on personality-describing characteristics and on demographic criteria such as age, gender, income, social status. Buyers in a product field (e.g., beer drinkers) are asked about their purchasing attitudes toward various beer brands. In addition, the respondents have to scale certain personality traits, depending on their applicability, e.g.:
- self-image (self-acceptance, personality drives, life experiences, character, values, ideals, desires, possibly self-criticism)
- lifestyle (activities, interests, attitudes towards consumption, leisure, optimism/pessimism etc)
- attitudes towards product groups (e.g. eco-products)
- behavior (consumption, reading behavior, opinion leaders also for certain product groups such as cosmetics, fashion)