Segmentation
Divide your audience into clear, actionable groups to personalize your offering and maximize results.
A segmentation study helps you understand who your customers are, what motivates them, and how to better connect with them to optimize your marketing and sales efforts.
Understand the characteristics and motivations of each segment
Market segmentation identifies homogeneous groups within your audience based on demographic, psychographic, behavioral, and attitudinal variables. This allows for more relevant strategies, optimized marketing investment, and business growth through data-driven decisions.
What is it for?
- Who are my main segments and what motivates them?
- How can I personalize messages and campaigns for each group?
- What niches might offer growth opportunities?
- How can I optimize my budget toward higher-potential segments?
- What attitudes and behaviors influence purchase decisions?
- How can I differentiate from the competition in key segments?
- What products or variants does each group demand?
Benefits
Better understand your customers
Combine demographic, psychographic, and consumption data to grasp what drives them.
Personalize your offering and communication
Design products and campaigns tailored to each group’s expectations.
Identify opportunities and innovate
Spot underserved niches and areas for development.
Compete with an edge
Align your strategy to the real needs of each segment.
Optimize your marketing spend
Focus efforts on audiences with higher conversion potential.
Build loyalty
Foster lasting relationships based on relevance and affinity.
Reduce acquisition costs
Allocate resources to the most profitable segments.
How we conduct segmentation at Lemon Ice
Demographic and sociodemographic analysis
Age, gender, income, educational level, and stage of life.
Psychographic evaluation
Values, interests, lifestyles and attitudinal drivers.
Purchasing behaviour
Consumption habits, frequency, preferred channels and brand usage.
Segmentation based on needs
We identify deep motivations and key pain points.
Competitive benchmark
We compare your position by segment against direct competitors
FAQs
What’s the difference between segmentation and targeting?
Segmentation identifies different groups in your market. Targeting defines which ones to prioritize for commercial and communication strategies.
How many segments are recommended?
Typically between 3 and 6 actionable segments. More than that can fragment your efforts and complicate strategic activation.
How does segmentation differ from buyer personas?
Buyer personas are semi-fictional profiles used for communication. Segmentation is based on real, representative market data, identifying concrete groups with different motivations and behaviors, and provides a statistical foundation for strategic decisions.
How often should I update my segmentation?
In dynamic categories, we recommend every 1–2 years or when there are major changes in consumer habits, trends, or competitiveness.
Is segmentation only for marketing?
No—it also impacts pricing, product development, trade marketing, communication, and commercial planning.
How are qualitative and quantitative data combined in segmentation?
We use qualitative insights to explore motivations and quantitative data to size segments on a representative basis.
What deliverables will I receive?
Detailed profiles of each segment (demographic, psychographic, and behavioral), visual maps, and strategic recommendations ready for implementation.
