Segmentation can help you better understand your customers and prospects by having a framework that is statistically robust and relevant to your business.


The two key questions that a segmentation needs to answer are:

  • How should we group our customers?
  • What is each group’s potential?

A segmentation can help you with:

Product Development

  • How can we refine our portfolio and individual propositions to match the needs of different segments?
  • Which segments will our products / services be most likely to appeal to?
  • What are the unmet needs of our target segments?

Marketing Planning

  • How can we align our brand positioning and marketing activities to specific segments?
  • Who should be the focus of our marketing efforts?
  • How can we best reach our target audiences and what type of messages would they respond to?

KAE are experts in grouping customers and measuring their potential value to you.