Segmentation

Treating a market as one single buyer is an idea of the past. Buyers, prescribers and consumers have distinct preferences and decision rules that need to be addressed with a range of products in order to grasp the majority of the market. Defining the relevant segments in the market can help you in optimizing your product range.

However, segmentation can a difficult and frustrating process because it may happen that no meaningful segmentation can be found, or the basis of the segmentation is not useful. To overcome this, SKIM's team of experts goes beyond the traditional primary and secondary segmentation methods. Our main focus is on the so-called benefit segmentation, that is, segmentation based on drivers of choice. You can link the insights from SKIM's benefit segmentation directly to your product or brand policy and market positioning.

Our team of experts can deal with the most complex markets. For information about you market, contact your industry team.