Segment Analysis
MZI Global follows the unique principles of Ethnosynergism® , our proprietary methodology, in order to undertake segmentation research. We are concerned with identifying different groups of purchasers in a market in order to target specific products and services for each group or segment. It involves breaking the mass market into segments that are characterized by different buying habits based on their ethnography. By enabling our clients to tailor their offering (communication, product, channel, price) to these specific micro segments we help our clients meet the needs of more customers effectively and efficiently in order to gain a higher overall level of share or profit from a market. MZI Global understands that pre-existing demographic criteria, such as age, sex or social economic status, are easy to define and easy to target with advertising and media. But, the ‘one fits all approach’ is not suitable for all markets. Especially, in present scenarios that have well informed consumers with well developed preferences. We avoid using pre-existing data while conducting segmentation research for our clients. Instead, we rely on Ethnosynergism® micro-segmentation and a high degree of personalization. MZI Global follows the unique principles of Ethnosynergism® , our proprietary methodology, to undertake segmentation research. It involves breaking the mass market into segments characterized by different buying habits. Our process of segmentation starts by researching key micro-segments to better understand their culture and variables of interest. We identify different groups of purchasers in a market and use this information to align the organizational goals of our clients with each segment. We make it a practice to avoid theoretical preconceptions. Instead, we induce theory from the perspectives of the members of the culture and from observation. Our research team excels in providing inputs that add distinctive appeal to clients’ product offerings.
Our process of segmentation starts with research and market analysis to identify key micro segments as determined by the ethnographic profile of the consumers. This helps in aligning organizational goals of our clients with each segment in a way which is most appealing. Our research team excels in providing inputs that add distinctive appeal to the product offerings from our clients.
MZI Global uses ethnographic segmentation as we believe that ‘one show fits all’ approach is not suitable in present scenarios where consumers are well informed and tend to have well developed preferences. This segmentation approach is based on our Ethnosynergism methodology. The level of micro segmentation is dependent on the level of precision our clients require and the type of data and analysis available about the customers. In finding different market segments it is important to keep in mind that you will have to use the segments. Important questions are therefore how consumers are going to be placed on each group and how we will target and track each group.
MZI Global Segment Analysis Services:
