Activities and contributions
Here you can find articles in trade press and publications by conSens to current topics and news from the institute.
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Publications
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Need-States-based-Segmentation Segmenting consumer markets meet with motifs&Use-Segmentation
Peter Vinke in planung&analyse Magazin 05/2011 Would you like to know more? > |
Market segmentation projects are still being counted among the most demanding tasks of market research, as they lay the strategic groundwork for a brand positioning over a major period of time. This makes selecting the correct approach all the more vital.
With the Motive&Use©-Segmentation an approach is proposed to integrate both the strength of Need-State-Segmentation and Psychographical Target Group Analysis into a single approach and, at the same time, due to the specific qualitative-/ quantitative method mix offering a solution for the consumers' decreasing ability and willingness to provide information, especially in FMCG markets.
With the Motive&Use©-Segmentation an approach is proposed to integrate both the strength of Need-State-Segmentation and Psychographical Target Group Analysis into a single approach and, at the same time, due to the specific qualitative-/ quantitative method mix offering a solution for the consumers' decreasing ability and willingness to provide information, especially in FMCG markets.
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