It is not easy to understand what exactly motivates a consumer or company to use your products or services. This is because an "average consumer" or an "average company" does not exist.

The division of segments via different dimensions

By zooming in on a group of consumers or companies with the same behaviors or attitudes, motivations can be better understood, this is called segmentation of the target group.

The division of segments can be done via different dimensions:

Hard characteristics:

  • Demographic characteristics (age, gender, ...)
  • Geographic features (place of residence, ...)

Soft characteristics:

  • Satisfaction
  • Loyalty
  • Attitudes and behavior

Groups of consumers or companies are always followed via this classification. Consumers or companies within one segment differ as little as possible from each other, but as much as possible from consumers or companies from another segment. This makes it possible to define different target groups with specific motivations and needs.

Segmentation research gives you an answer to the following questions:
  • Which primary and secondary segments should you focus on to improve your business results?
  • On which segments do you need to develop your offer and positioning?
  • Which segments justify extra investments?
  • Which new target groups are the most feasible and in what period?

Segmentation research results in clearly defined groups so that you can improve the effectiveness of your marketing efforts in a targeted way.

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Flexible and accurate research agency. With DataSynergy you are sure of a very good project follow-up from start to finish. We like to work with DataSynergy because they are extremely flexible, accurate and manage to think along and bring stories from the obtained data.- Tamara VAN WEVERBERG - Customer relations - Customer Insights Expert
All our projects with DataSynergy have proven to be successful: we particularly appreciate the empathy in the contact, listening to our needs, as well as the real quality of the analyses and the respect of the arrangements (timing, budget, ... ). DataSynergy is one of our trusted partners.- Valérie BLANPAIN – Head of Marketing Research Colruyt Group
An agency such as DataSynergy is a breath of fresh air in the current landscape of large research agencies. Every time we collaborate with DataSynergy they are involved as real partners in the research project: they think along creatively and in depth about how to convert complex business questions into a research design, they link to previous research, perform statistical analyses keeping in mind the pragmatic usability of the results and help make the results clear for management and the wider company in a professional manner. Moreover, their thorough knowledge of market research, enthusiasm and high reactivity ensure that we are very happy to work with DataSynergy.- Karin Schreurs - Terminal Manager - Brussels Airport Company