Market Research

• Market Segmentation

Market segmentation is a systematic method for organizing a market into smaller more homogeneous subgroups. Organizing a market in this fashion makes it possible to better understand a diverse market and identify target segments so that communication or sales strategies can be tailored to improve the effectiveness of reaching a company's customers. Specifically, market segmentation helps to:  (1) Simplify complex markets by combining similar customers into subgroups based upon demographic, geographic, psychographic, and/or behavioral variables; (2) Identify the media habits, lifestyle or other leveragable characteristics of customer subgroups; (3) Tailor communication strategies to address the diversity of customer values and needs; and (4) Pinpoint the location of markets where potential customers live.

FMG performs demographic, attitudinal and behavioral segmentation identifying key market opportunity segments; develops marketing strategies to capitalize on these opportunities; and applies modeling tools to leverage insights against customer database resources. 

 

 

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