MMR’s segmentation studies focus on identifying and realizing growth opportunities.  We use an approach we call Total Market Segmentation to help clients identify segments of interest and to develop positioning and strategies to reach those priority segments.

MMR believes that a segmentation assignment must consider not only consumer needs but also must consider client needs.  The “correct” answer to a segmentation assignment must be not only methodologically sound, but must resonate with the client.  It must be based in an understanding of marketplace realities, culture, and preferred learning style of the client.  It should use statistical analysis, but only in conjunction and support of experienced managerial judgment and knowledge of the industry.

The graphic below is representative of MMR’s typical segmentation engagement.

Total Market Segmentation provides output that not only identifies the segments of greatest interest, but sizes each segment and indicates how to compete in key segments, including how to position products and services for success in each segment.

MMR’s Segmentation Methodology

Contact MMR to learn more.