SEGMENTATION

The main purpose of market and customers’ segmentation is to subdivide the market into groups of customers that reveal similar characteristics, thus being able to understand their reactions with regard to certain products or services. By separating customers into homogeneous groups, a company increases their interaction with each and every group in particular, since this way we better understand the demands and particularities within each group.

Segmentation of customers and markets is quite essential for those companies operating within highly competitive mass market segments.  A better understanding of customers will help building a more efficient and flexible marketing mix.

The following various methods are used for segmentation purposes:

• At the first place, such are quantitative surveys, as, possession of quantitative information allows obtaining a bulk of useful indexes and insights distributed by certain customer groups.
• Expert polling and in-depth interviews are important when it relates to understanding in-depth segmentation particularities.
• Desk research – serving to obtain information that is already available, be it quantitative or qualitative data.

Experience of BRIF Research Group Related to Segmentation

BRIF Research Group has a vast experience of holding customer market segmentation activities in accordance with various criteria.

We have been working in this regard since 1995.

We have held over 50 customer and market segmentation surveys for the benefit of the largest global and Kazakhstani companies and brands.