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Segmentation ResearchSegmentation occupies the middle ground between seeing customers as a homogeneous group with uniform preferences, tastes, values and worldviews, and seeing them as unique individuals. Market segmentation research recognises a limited heterogeneity among customers, identifying a few customer types that differ in ways that have marketing relevance.
The Maritz Research approach updates traditional segmentation research, while adding some unique twists that give extra value. For instance, standard analysis packages have a very limited menu of programmes (called cluster analysis) for segmentation.
Many specialised programmes exist that can do a much better job however, and a new method for using ensembles containing several different methods can perform better still. The segmentation methods that were "state of the art" in the 80s and 90s are now badly outdated, and modern methods that take advantage of increased computational power can produce improved segmentation results.
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