Checklist Segmentation

Quantification of the target group should be the main focus beforehand, as this will largely determine the future approach.

• How large is my target group?
• Can it be clearly defined or should it be segmented into further subgroups?
• In B2B: Am I dealing with many decision-makers in many companies – or with a handful of decision-makers whom I can reach through a personal approach?

Segmentation criteria:

1. geographical segmentation criteria:

• Are subdivisions into macro-geographical, such as federal states, cities and municipalities, or micro-geographical features, such as districts, residential areas or street sections useful?
• Does a subdivision by DMA (Designated Market Area) regions make sense?
  https://www.nielsen.com/us/en/contact-us/intl-campaigns/dma-maps/
  https://outdoormediabuyers.com/list-of-u-s-dmas/
•  In the B2B sector:
  • Where is the head office? 
  • Where are subsidiaries? 
  • Where are the company’s main sales markets? 

2.  socio-demographic criteria:

These are almost always to be collected and are the easiest starting point to form segments.
Demographic characteristics such as gender, age, marital status or household size.
Socio-economic characteristics such as occupation, education and income.

3.  psychograpic criteria: 
   • General personality traits, such as lifestyle (interests, activities and general attitudes).
   • Product-specific characteristics, such as perceptions, motives, benefits and purchase intentions.
   • Customer behaviour: How often and at what intervals do they buy?

4. behavioural criteria: 

Price behaviour, media use (print & online), choice of shopping location, choice of brand and purchase volume.

Additional segmentation criteria in B2B (selection):

• Organisational form and size
• Industry, number of employees and development phase (important for start-ups)
• Decision-makers or co-decision-makers
• Customer behaviour: How often and at what intervals do they buy?
• Purchasing cycles, seasonal fluctuations
• The media usage behaviour of the target group:
  • Where does the target group obtain information and exchange information?
  • Which media (print and online) does the target group use?
  • Are they active in certain discussion forums?
  • Do they use LinkedIn or other social media platforms?

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