Hybrid segmentation is effectively multiple segmentation using segmentation bases from different categories and combining them into one overall segmentation approach. For example, we could combine aspects of demographic segments, psychographic information, and consumer behavior data into the one segmentation structure.

Benefit segmentation is an approach built around the base need of consumers. In other words, what are they primarily looking for when they purchase the product? As implied by the term “benefits sought”, brands and products are positioned around a specific benefit that a consumer is seeking.

Behavioral segmentation is looking at how consumers behave as consumers in the marketplace. It revolves around their actions, behavior, and attitudes and opinions towards products and brands. But how helpful and effective is this approach to segmentation? This article explores the advantages and limitations of using behavioral segmentation bases when identifying target markets.