Did you know that the 85% of our behavior is based on emotions? We could start to think about which emotional variables are the ones that drive sales of our product and also segment the consumer by these more emotional variables.
Thus, consumers behave differently and in very diverse ways, depending on hundreds of variables, which will make us change our behavior towards a product, even consuming it or not.
Do we drink the same soft drink, beer or wine when we are with friends as when we are in an informal business meeting? And with family? And when we are alone? And do we change habits or brands depending on the time of day? And what if our team wins or loses?
Companies are determined to segment the market based on classic and rational variables such as age, sex, residence, social class, lifestyle. The value of these variables changes depending on other variables such as the company, the value sought for the product at the time of consumption, the occasion of consumption, etc. Segments are not static and this is the subject we intend to explain.
Why segment your market?
Let's imagine that, thanks to market research, we are able to calculate these consumer movements between segments and we can segment the market based on these dynamic variables. We could determine the dynamics of the market by observing consumers who jump from one segment to another based on emotional, attitudinal or lifestyle variables. In fact, there are multivariate statistical techniques for this purpose, which help us to better understand the market. As a result, we can carry out marketing mix actions for these types of segments and attract consumers that we had not previously considered.
How to segment correctly?
We must not forget that for a segment to be effective it must meet several requirements. If it is not large enough, is not accessible, is not measurable or the efforts to penetrate it are greater than the potential benefit, it ceases to be targetEven if all the above conditions are met but the segment responds heterogeneously to the action, said segment will not be efficient.
At the same time, the brand can act differently towards each segment, just as social media users do when they publish different content for each group of friends. In addition, by selecting a good segmentation criterion, we can find niches, still undiscovered, which will make our market grow.
This dynamic market can be understood through a rigorous market study and by gathering information on as many variables as possible. In fact, these variables will determine the viability of each segment and, when analyzing the data, will show us which segmentation criteria is most appropriate for each product.
