The segmentation revival

Date of publication: December 4, 2017


This presentation is a practical guide to designing efficient cross cultural segmentation research in response to the growing revival of interest in this form of research from the global marketing industry. It is based upon the authors' collective experiences of conducting segmentation research for a wide range of clients around the world. A small piece of segmentation research on the topic of food and cooking was conducted by the authors to illustrate techniques, with examples provided throughout the paper.

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Motivation research Authors: Henry Durant
Consumers typology Authors: Mary Zeldenrust-Noordanus
Consumers typology (French) Authors: Mary Zeldenrust-Noordanus
Analysis tendencies of our time Authors: Peter Smolensky
Distribution surveys about food-stuffs Authors: Philippe Baur
A method of market segmentation Authors: Jean Michel Agostini
Planning advertising strategy Authors: Daniel Yankelovich
Research for ranges, assortments and multi-brand manufacturers Authors: Lorne James Rothman
Sources of bias in sensory evaluations as applied to food and beverages Authors: A. Kondos, Charles W. Clunies-Ross
Retail audit techniques applied to travel research Authors: W. David