“The combination of the segmentation model and qualitative research provided us valuable insights for our brand strategy. In the brand measurements afterwards, our strategic choice was confirmed. Because we had done the entire project with Motivaction, we were able to ask stimuli in the language of the target group and to immediately indicate the meaning of the quantitative outcomes. I recommend it to everyone.”
Annelies Velders, Creative bij Marketing Queens

What is segmentation?
In segmentation research, a population is divided up into various groups that differ from one another in certain relevant aspects. The goal is to classify respondents in such a way that they resemble one another as much as possible within the segments, whereas between segments, the respondents differ from one another as much as possible.

What are the benefits of segmentation studies?
Traditional research examines background traits such as age and gender. Increasing prosperity and individualization have caused these traits to be less explanatory of our behavior, and this is why it is also important to dig deeper in looking at underlying values and motives. Thanks to segmentation research, you will learn more about what motivates your target group, enabling you to approach them in a more specific manner.

How does it work?
Segmentation research consists of several steps. Motivaction feels it is important to first conduct qualitative research. Based on these results, the preferences, needs and motives in relation to a certain subject may be identified. We then translate these attitudes into statements that are presented to respondents in a quantitative questionnaire. Based on the responses, we look for a group of respondents in the database that have characteristics in common. Motivaction uses Latent Class Analysis to do this; this technique allows us to test the statistical quality (or integrity) of the segmentation model.

How can segmentation benefit you?
A segmentation study will provide you with the following benefits:


  • Insight into the size of your market and target groups.
  • A socio-demographic profile for each segment, clarifying who you should approach.
  • A description of the segments in terms of lifestyle, attitude and behavior so that you know how and where you can best approach your target group.
  • The option of bringing the segments to life by turning the segmentation model into personas.
  • We recommend using the segmentation tool to fill your customer database.

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