Segmentation Study Guide - Study Guide for Students

Geodemographic Segmentation: PRIZM, Mosaic and Acorn Explained

Geodemographic segmentation groups consumers by where they live and who lives there. We explain PRIZM, Mosaic and Acorn, then profile one suburb for a pet store.

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Detailed Segment Profile Examples

This step-by-step example walks through how a hypothetical hotel chain can identify, describe and act upon segment profiles. Great resource for marketing students.

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All About Geographic Segmentation

In this guide, you will explore everything you need to know about geographic segmentation, from its definition and benefits to real-world examples and modern-day applications.

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Additional Segmentation Bases

This article introduce less common segmentation bases for marketing students who wish to broaden their segmentation toolbox and craft a more nuanced strategy.

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Creating Market Segments: A Guide for Students

This article provides a step-by-step framework for building segments using no or very limited data, leaning on creative reasoning, existing market research frameworks, demographic logic, industry knowledge, and supportive “educated guessing.”

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An Introduction to Cluster Analysis for Segmentation

Cluster analysis groups customers with similar needs and behavior so marketers can build data-informed segments. See the process with a fitness-app example and how it feeds STP.

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How to Use Segmentation Trees

Segmentation trees split a market visually, branch by branch, when data is limited or you need a clear STP starting point. See how to build one with a meal-kit example.

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An Overview of Product-Variety Marketing

In this article, you’ll explore the history of product-variety marketing, learn about the factors that contributed to its emergence and widespread use, and understand how it has influenced consumer choice and competition.

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Market Segmentation versus Product-Variety Marketing

You’ll often come across the concepts of market segmentation and product-variety marketing. Understanding the differences between these two approaches is crucial for developing effective marketing plans.

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Why Use Market Segmentation?

Discover why market segmentation is essential for your marketing. Learn the benefits, trade-offs, and how targeted marketing can drive profitability and competitive advantage.

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