In an increasingly complex and competitive market, talking about the "average consumer" no longer makes sense. People are diverse, with very different needs, motivations, and behaviors. This is where segmentation comes in: a process through which amorphous masses of data are transformed into clear groups of customers with distinct traits and attitudes.
And we are referring to segmentation that goes beyond grouping a population by gender and age, one of the simplest classification/segmentation solutions.
If we add variables such as marital status or the presence of children, we can obtain groups such as: young single mothers with children; young single fathers with children; couples with young children; or adult couples without children. Some of you may have already recognized in this description the segmentation known as lifestages.
There are numerous examples of simple segmentations, achievable with just 2–3 demographic questions. Another very well-known example is the ESOMAR social class segmentation, which takes into account the education and occupation of the head of household, as well as the degree to which the home is equipped with major appliances—household appliances, air conditioning—considered expensive and not always affordable for everyone. Some may say this segmentation is outdated, but it remains relevant in demonstrating the variety of options available when building segmentation.
In the end, the most important element in defining and conducting a segmentation study is the PURPOSE—the way you will use the segments and the objectives for which they are created.
A well-designed, complex segmentation study can be the strategic compass guiding a company in creating products, messages, and even communication campaigns and personalized experiences.
Objectives of a Segmentation Study
A segmentation study answers critical questions that can come from different strategic areas of a company—marketing, product development, business:
- Profile: Who are the company’s clients (of its products/services), and how do they differ from one another? What values, motivations, and behaviors influence their choices?
- Commercial / Business: Which segments generate the greatest long-term value?
- Commercial / Business: Which segments are loyal to our brand(s), and what can the company do to strengthen these customer relationships?
- Development: What specific growth opportunities does each segment offer?
- Marketing: How can marketing and development investments be prioritized?
- Marketing: What actions can persuade consumers in a segment to consider the brand or even try/use it?
The final result is a clear map of the market, upon which the company can build differentiated and competitive strategies.
Benefits for the Company
- Focus: resources are concentrated on the segments with the greatest potential.
- Relevance: marketing messages are adapted to the language and concerns of each segment.
- Innovation: products and services can be developed based on identified real needs.
- Loyalty & Retention: satisfaction increases when customers feel understood and treated personally.
- Internal Alignment: segments become a common language across marketing, sales, and development.
Best Practices in a Segmentation Study
A successful segmentation project means more than just a questionnaire and statistical analysis.
- Preliminary qualitative exploration – conversations with clients to identify relevant dimensions (life values, lifestyle, attitudes toward the category or company’s subject of interest—for example, if you are a bank, you may want to know more about consumers’ relationship with money). There is no real limit on the subjects for exploration, but there is one regarding the time invested in discussion. These can also include focus groups.
- Robust questionnaire design – attitudinal and behavioral questions, not just demographics. Note that here there are limits regarding interview length and method.
- Representative and sufficiently large sample – to ensure segment stability.
- Rigorous statistical analysis – The more complex the segmentation objective (considering multiple dimensions and variables, hence a large volume of data), the greater the need for statistical tools capable of efficiently processing this information. In such cases, it is recommended to use and compare multiple models (e.g., K-means, Latent Class, etc.) to validate the robustness and relevance of the obtained segmentation.
- Interactive workshops – bringing the segments to life in front of stakeholders through practical exercises.
- User-friendly deliverables – a detailed description of each segment, ideally presented visually in charts or infographics on the key indicators of interest. Ideally, results should come alive through the creation of “living” personas, easy to recognize and use across the organization.
What’s New: AI-driven Dynamic Personas
New technologies open a fascinating chapter: conversational personas, generated and animated by AI. These allow teams to interact directly with each segment whenever they have a question or curiosity—asking “Would you buy this product/service?” or “What do you like about…” and receiving answers based on real data insights.
Thus, segmentation is no longer just a static document but a dynamic discussion partner, always accessible to marketing, product, or strategy teams.
What to Ask for When Commissioning a Segmentation
If you work with a market research agency, keep a few key requirements in mind:
- Segmentation algorithm – Request delivery of the statistical model, so you can later classify new respondents—either in future studies or in recurring tracking.
- Visual and easy-to-use personas – not just dry descriptions, but detailed portraits with names, quotes, and storytelling.
- Activation plan – how segments can be integrated into CRM, communication, sales, media buying.
How to Best Use Segmentation
Real value arises when segmentation becomes an ongoing working tool across all company teams that interact and whose decisions influence product, price, promotion, and distribution.
- Integrate segments into digital marketing campaigns for more precise targeting.
- Use the algorithm to classify responses in future studies and track segment evolution over time.
- Build differentiated messages for each segment—from tone of voice to media channels.
- Organize internal trainings to familiarize teams with segments and turn them into a common language.
Conclusion
A well-executed segmentation study is one of the most valuable strategic tools a company can have. It provides clarity, relevance, and the power to make decisions based on reality, not assumptions.
And when accompanied by reusable algorithms and AI-driven dynamic personas, segmentation becomes a living ecosystem that grows and adapts alongside the market and customers.
This means not just asking “Who are my clients?” but “How can I understand and serve them better, today and tomorrow?”
