Abstract:

This paper attempts to address the issue of how continuous research can be brought to bear on the segmentation process. This paper will assess how segmentation currently works, particularly in terms of the relationship between continuous and ad hoc research, then some potential synergies between the two data sources will be proposed. The potential for broadening segmentation will then be examined by taking account of those topics not usually incorporated in traditional segmentation, but considered important within brand management. Segmentation traditionally deploys ad-hoc research in the form of usage and attitude studies to classify marketplaces. Whilst this forms an invaluable part of the segmentation process, continuous research can often provide an excellent precursor to this. Defining markets in terms of consumer buying also enables precise quantification of any subsequent marketing activity arising as a result of doing the segmentation.