who is the real consumer for my brand?
Who do I want to target?
How different they are?
Why are they buying such different things?
Those are the segmentation questions.
So actually you will need to deliver the answers beyond segmentation research.
Normally a quantitative research, survey, focusing on habits,
focusing on motivations as the two key aspects.
And [COUGH] the key aspect is actually not the question or
the research itself but the analysis.
In the analysis is where the company or
the brand will take the choices about how I'm going to segment.
And it links about which variable you're going to use to segment.
You can segment based on age or kinds at home or
not which is social demographic, you can answer segment of what consumers believe,
psychographic, or you can talk about behavioral which is based on what they do.
That's the real choice Which one is the best?
It depends on the company.
So companies normally take a strategic choice
cross cut area about the type of segmentations we do.
So that's the type of segmentation that you will activate.
So you would be consistent with that strategy.
For instance, Proctor and
Gamble will always do segmentation based on need states.
So it is a mix of psychographic and some other aspects.
So it's critical.
And the key point is the results that you're going to get are going to drive
the strategy.
So you are not done by doing the analysis.
The next thing is that you need to make sure that this is
shared by the organization and is deployed properly.
So one of the things that macroresearcher people need to do is like behavior as
marketeers.
And try to find smart names of the groups, smart ways of presenting them, so
everybody in the organization when taking the big decisions know who they are?
Bring them to life.
And still you're not done because the last step is actually you need to make sure
that those questions that drive the segmentations are ready and
available for many other strategic research like concept testing,
like pricing, like RND prod of testing.
So you understand how those strategic perform within your target So
it's a complex one.
>> It's a complex and seems to be absolutely necessary, right?
>> Yeah.
You need it.
>> You need to do your research properly.
It's not something you can do on your own.
You need to speak to customers and understand them.
>> Totally, and a good point is that you do it once every four, five years.
So normally, so you will not be updating segmentations yearly.
So it's really strategic.
>> Okay.
Jaime, you've been working on this for many, many years and
there are quite a few trends happening now.
Do you think segmentation, the way we segment, has changed over the last years?
What's your view on this?