Market segmentation can be a critically important tool for achieving alignment between brands and customers, but bridging the gap between statistical solutions and practical implementation has often been a challenge. Customers are complex and prone to shape-shift as we follow them across moments, channels, and devices, and the techniques for managing that complexity through segmentation are some of the most difficult in the insights arsenal to use well.
Segmentation is not just an act of discovery, it’s a systematic method for organizing a market. Its value as a strategic framework requires knowing when to do it, how to do it, and what success look like.
NAXION helped launch the discipline with pioneering work that introduced segmentation to some of America’s leading consumer goods companies 50 years ago. We’re still raising the bar with a process that aims to be both systematic and creative, harnessing innovative tools while also taking full account of marketing practicalities for optimal ROI.
We’re adept at both the art and the science of segmentation, and we have an experienced point of view about how to apply it effectively in every sector we serve.
