segmentation
40
hrough the years, market
t
segment ation, the art of
grouping and re grouping
consumers to better target
brand mes saging for maximum
impact and cost-efficiency,
has evolved into an elaborate science as we
explore how we can use segmentation to best
understand consumers.
We group by demographics or lifestage,
behaviour, lifestyle, value, attitude, and then we
mix it into a hybrid of the above. We look for
patterns that technology and data make appar-
ent. But, in the remixing and demand to quantify
every move a marketer makes, instinct and
intuition get lost. some agencies are beginning
to abandon segmentation in favour of big idea
brainstorming. is the need to segment obsolete?
the bigger problem is that we have time
working against us. Consumer mindset is fleet-
ing and constantly evolving. if we want to get a
jump on the big idea, we need to rethink how
we segment and the ends to which we use
segmentation. a shift in how we segment will
get us to those inspired ideas quickly, so we can
solve strategic problems from newly informed
vantage points. the goal should be to uncover
what people want and need before they know
how to voice it themselves – a polarising
thought from prior consensus building.
segmentation needs to drive focus and
breed differentiation. Brands are learning to no
longer be interested in everyone, everywhere,
so we need to shift the segmentation accord-
ingly. segmentation should flow fluidly through a
process of discovery and serendipity.
t
..............................................................................
He eRa oF tHe CURatoR
Häagen-Dazs brand owner General Mills began to rethink its approach to planning in 2009
We’re faced with a new generation who are
What’s next for
itching to deconstruct, recreate and collabor-
ate. they are resetting the stage for subsequent
generations and are not following pre-existing
rules. Consider fantasy writer neil gaiman,
who started a new fairy tale, Hearts, Keys and
segmentation?
Puppetry, on twitter; 124 contributors tweeted
the rest of the story over eight days via BBC
audiobooks america’s twitter feed. an
.............................................................................. ................................................................................
editorial process curated 10,000 tweets
received to a final 874. Brands need to embrace
Segmentation needs to embrace consumer
the era of the Curator – not consumer control,
but a creative conspiring between brands and
collaboration, crowdsourcing and culture
humans. How incredible would it be for an
appropriate brand to engage 124 impassioned
mapping to be relevant and avoid being
contributors like that?
a few Us arthouse cinemas, such as the
ignored in favour of the ‘big idea’
new Beverly in La, are using twitter to interact
with moviegoers. Why not? the segmentation is
By marie Lena tupot and tim stock, ScenarioDNA organically built-in.
admap February 2010
DE 40-41 Tupot Stock.indd 1 1/22/2010 14:16:18
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