Research First’s market segmentation approach uses extensive quantitative data to objectively categorise the audience into segments.
Data collection is designed to identify psychographic and behavioural differences:
- Psychographic: what are their needs, motivations, triggers, likes and dislikes, values, priorities, and conscious and subconscious beliefs?
- Behavioural: what do they do, how do they interact with you, how do they interact with others?
A segmentation will validate the identity of homogeneous groups within the audience. This is most powerful when combined with qualitative research that provides an understanding of the customer journey for each segment and builds the persona that represents each segment. The persona output is a way to animate who you are designing for, an easy-to-use snapshot representation.
For an example of how effective a market segmentation can be, have a look at our Baseline of Digital Adoption in Primary Industries report (here). Pages 26-34 explain the results of our segmentation of data from over 1,000 farmers and growers. The six market segments are currently underpinning work in the agritech sector to move our primary industries along the digital adoption journey.