We are constantly discussing marketing strategy and the need to tailor communication to different segments of our audience. But how to define these segments? And how to create a survey for target segment identification.
Market segmentation and how to conduct it?
Depending on existing business tasks, it is necessary to define both a conditional market segment and a consumer segment to position your products or services in a quality and targeted manner. Market segmentation is a required set of measures in the marketing field that helps companies increase revenues and improve sales efficiency.
The company determines the criteria for segmentation independently – it depends on the business area, goals, and industry characteristics. Customers can be segmented according to the following criteria:
- Geographic
- Demographic
- Socio-economic
- Behavioral
Market segmentation usually involves several steps: gathering consumer and market data through online surveys, analyzing that data, selecting target market segments, and positioning the product or service.
The purpose of using online surveys in marketing research
Thanks to the questionnaire, one can not only obtain information about the causes of a particular phenomenon and compare them with the outcome of the activity but also learn about quantitative characteristics within the framework of the issue under study. There are the following tasks of surveys in researching types of market segmentation:
- Search, when additional information is collected, the problem becomes more understandable; the one conducting marketing research gets the opportunity to develop different hypotheses.
- Descriptive, in which individual phenomena and facts are described as much detail as possible.
- Experimental, in which various marketing hypotheses are tested about how demand and basic characteristics are related, product indicators (we are talking about cost, image, packaging), and the consumer himself with his parameters (gender, age, income, character).
In general, market segmentation is one of the critical elements in formulating business development strategies. And online surveys help make getting to know different audience segments easier.
