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market segmentation
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process of dividing a broad consumer market into sub-groups with shared characteristics
~40 min read
Encyclopedic overview
In marketing, market segmentation or customer segmentation is the process of dividing a consumer or business market into meaningful sub-groups of current or potential customers, known as segments. The objective is to identify profitable and growing segments that a company can target with tailored marketing strategies.
When segmenting markets, researchers typically examine common characteristics such as shared needs, interests, lifestyles, or demographic profiles. The goal is to identify high-yield segments—those likely to be the most profitable or exhibiting growth potential—so they can be prioritized as target markets.
Excerpted from Wikipedia’s “market segmentation” article, available under the CC BY-SA 4.0 licence.