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The consumer landscape is a dynamic environment – change can occur quickly and is continual. What was once considered a "necessity" may now be considered a "luxury" or, even possibly "unnecessary." As people re-assess their wants and needs, brands must rethink how they present themselves to consumers.
With that in mind, it has never before been so critical to know how to target any marketing to those consumers with the greatest potential to produce real economic results.
Impact Consumer Research excels in informing our clients' target market strategies. We have fashioned an integrated segmentation approach that continues to prove effective in shaping impactful targeting decisions.
At its core, the promise of Impact's Segmentation approach is to provide our clients with targetable groups of people that are meaningfully different in terms of needs and/or other characteristics that drive their purchase or usage behavior.
Summarized, it looks like this: