Market Segmentation and Targeting

The times when marketers aimed their campaigns at the general population are long gone. They have come to understand that, for their products and services to be effective, they must target their offerings to specific sub-groups according to different needs, values and motivations.

At MASMI, we have developed a wide range of approaches, depending on the specific marketing issue, to segment populations in a manner that meets the criteria of robustness, scientific validity and actionability. We go beyond socio-demographic segmentation techniques, using conceptual frameworks and analytic techniques that help uncover the deeper motivations that underpin human behaviour.