SegmentSolve™: The Core Decision Support Tool that Undergirds Our Approach to Market Segmentation.
The Traditional Approach to Market Segmentation
 
Historically, the traditional approach to segmentation attempts to segment the market using one (or more) of four schemes. The first scheme attempts to segment the market based on how customers and prospects behave (behavioral segmentation). The second scheme attempts to segment the market based on who they are (demographic or life-phase segmentation). The third scheme attempts to segment the market based on how much worth they potentially hold for the organization (profitability or current value segmentation). The fourth scheme attempts to segment the market based on what customers think about the features of the product or service in question (attitudinal segmentation). Each of these four approaches to segmentation contributes an important piece in understanding the market, yet, each of these approaches displays significant limitations.

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