MMR Strategy Group

Identify segments of interest, and develop positioning and strategies to reach priority segments.

Segmentation is about focus. To attract and retain customers, companies must identify and understand their target customer and focus their brands’ positioning to deliver a unique and relevant promise. MMR segmentation studies provide focus because they identify target consumers as well as the ways in which to reach those consumers.

Our analysis uses a method we call Total Market Segmentation, which considers a wide range of variables, including demographics, behaviors, and attitudes. To analyze these variables, we survey the market and analyze the gathered data using a combination of experienced judgment and statistical methods such as factor analysis, cluster analysis, and multivariate regression.

MMR’s Total Market Segmentation methodology develops segmentation frames based on demographic, behavioral, and attitudinal variables. We often find that segmentation is most powerful when based on consumer attitudes and, in particular, on consumer needs. Our studies identify unmet needs, and also specify the best ways in which companies can grow profitably by serving those needs.

MMR’s segmentation studies help clients answer crucial questions, such as:

• Customers and Segments: Which are the core segments to target?
• Buying Behavior: Where do customers in key segments shop and buy? What are their core needs?
• Positioning and Communication: What promise or value proposition should we seek to deliver for consumers in our key segments?
• Brand Image: What is our current brand image for consumers in key segments? How can we build and leverage brand equity?
• Competition: Who are the key competitors in each segment? Where and how should we compete?
• Resource Allocation: How do we invest resources in each segment to deliver on the positioning and generate growth?

MMR has conducted many highly sophisticated segmentation studies for some of the nation’s leading brands. Our skilled professionals are available to answer questions or provide further information. Please contact us for more details.