Segmentation is just putting customers or prospects into distinct groups based on … well, something.
When people talk about segmentation, they’re usually talking about one of these:
Demographic segmentation establishes groups based on WHO PEOPLE ARE — age, gender, income, hair color, etc.
Behavioral segmentation establishes groups based on WHAT PEOPLE DO — what they buy, where they click, how often they visit, etc.
Unfortunately, neither of these tells you WHY people do what they do. You can stick all the blondes together, or all the rich people, but that doesn’t mean being blonde or rich drives purchase. And lots of people buy the same product — but you don’t know why they bought it.
In marketing, knowing WHY can make all the difference.
Attitudinal segmentation reveals WHY.
Respondents are grouped based on what’s most important to them in choosing a company in your category — allowing you to tailor your marketing to their specific needs.
To read more about why attitudinal segmentation is important, how it works and how your clients can benefit, download our “Why Audience Audit” whitepaper.