What's Next for Segmentation?
The future points to consumer collaboration, crowdsourcing, and culture mapping.
Through the years, market
segment ation, the art of
grouping and re grouping
consumers to better target
brand mes saging for maximum
impact and cost-efficiency,
has evolved into an elaborate science as we
explore how we can use segmentation to best
understand consumers.
We group by demographics or lifestage,
behaviour, lifestyle, value, attitude, and then we
mix it into a hybrid of the above. We look for
patterns that technology and data make apparent.
But, in the remixing and demand to quantify
every move a marketer makes, instinct and
intuition get lost. some agencies are beginning
to abandon segmentation in favour of big idea
brainstorming. is the need to segment obsolete?
