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On the surface, creating a market segmentation is straightforward. Collect data, run cluster analysis and-- "poof"-- segments are identified. If you don't like the segments, repeat the process. What's not easily evident is the right segmentation. The right segmentation is the one that moves your business forward to realize its potential.

Market Segmentation

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The Challenge

  Understanding the right way to market to customers today is more complex than ever. Customers are armed with a wealth of information and research to help prepare for eventual purchases. In a seemingly never ending cycle, companies engage in costly efforts to develop products and persuade customers with marketing, advertising and product placement efforts.

Simply put, it's more important than ever for companies to identify customers to whom their offerings appeal and how best to attract their business. The key to success is understanding how customers differ and leveraging those differences to tailor product development, promotion, and marketing activities to the unique needs and preferences of each group.

Our Thought Leadership

  Burke brings over 75 years of experience identifying what customers want and how to help companies maximize their efforts to engage customers. In just the past 10 years, we have conducted hundreds of segmentation studies for some of the world's top organizations, covering consumer packaged goods, financial services, pharmaceuticals and medical devices, consumer electronics, and more. While we consider ourselves "segmentation experts," we never stop exploring better ways to understand customers and targeting strategies. We not only practice our segmentation expertise, we share our knowledge about segmentation research by the Burke Institute, the most widely known and respected marketing research training in the industry.

Our Process

  As thought leaders in segmentation research, we blend cutting edge scientific methods with highly consultative business experience. Our segmentation is guided by three principles.
  1. Begin with the end in mind. We feel strongly that segments are not "out there" waiting to be discovered, but rather that they are constructed to serve particular marketing objectives. As a result, we collaborate closely with our clients to fully understand their vision for implementing their segmentation, and we involve them in the analytical process through a structured series of work sessions, so that we can collaboratively develop the most useful way of segmenting their market.
  2. Executing expert analysis. We use the right analytical approach for the right situation. We don't limit the analysis to a one-size-fits-all approach.
  3. Sharing insights beyond the numbers. We breathe life into the segments by focusing not just on the numbers, but what the numbers mean for both client and the client's customer.



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