Segment Profiles -

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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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 is a method that helps you group together consumers with similar responses, preferences, or attributes. Cluster analysis is not just for mathematicians or data scientists; its insights are equally relevant to marketing students who want to create powerful, data-informed segmentation strategies

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Bring Your Own Persona

Knoweldge@Wharton originally defined the term BYOP as “identifying new segments by their digital engagement.” According to Wharton, this persona is based on: digital capability and trust.

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Market Segmentation Ideas (a list of generic segments for most markets)

Generic segments provide a practical starting point for market segmentation, offering simplicity and cost-effectiveness. This article explores the pros and cons of using generic segments, highlighting their broad applicability, time-saving benefits, and limitations in capturing nuanced customer needs. While ideal for new businesses or broad markets, they may fall short in niche or competitive industries. Learn how to balance efficiency and precision by refining generic segments with specific data and insights for effective strategies.

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Brand Personas

A brand persona is a semi-fictional representation of the typical consumer within a firm’s selected target market. It combines detailed market research with storytelling to create a vivid, relatable description of the consumer, helping marketers, designers, and strategists align their efforts to better meet the needs and preferences of the audience.

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