At the last meeting of the Observatory’s Population and Society Group, members shared how they use market segmentation tools.
These tools divide the market or population into subgroups with similar motivations, and are used for social and market research. Widely-used bases for segmenting include:
- Geographic differences
- Personality differences
- Demographic differences
- Use of product differences
Demography and Health group members use the segmentation tools to discover such things as marketing preferences, lifestyle choices and concentrations of ethnic groups. This information is then used to direct public services in the West Midlands.
The Demography and Health group is interested to learn how widespread the use of these tools is in the West Midlands’ public sector, with a view to seeing whether partners could be drawn together to purchase the software together. Not only could this save money, it could lead to greater joined up working.
Do you use segmentation tools in your day to day work? Would you find it useful to work closer with partners? Please add your comments, questions and thoughts here…
Filed under: Population, Population & Society, Regional Data and Intelligence Network, West Midlands Regional Observatory Tagged: | ACORN, CACI, Experian, Market research, Mosaic, segmentation, West Midlands