Segmentation tools – do you use them?

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.

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