1. Do You Know
Who Your Target Market Is?
An Introduction to Market Segmentation
December 9, 2014

2. © 2014 Distill Research, LLC
• Co-Founder and Principal Distiller of Distill Research, as well as
Research Chair for the Portland Chapter of the American Marketing
Association (AMA-PDX).
• Designing, executing, and analyzing market research for over
10 years and survey research for over 15 years.
• Distill Research is a Portland-based, full-service, custom market
research boutique focused on delivering high-quality,
value-oriented research and insights that move the needle.
• Our clients represent a variety of industries, including advertising,
PR, and marketing agencies seeking to deliver additional value to
their own clients.
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A little about me…

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Today’s goal
To introduce market segmentation
as a method to better understand
the hearts and minds of your
target market.

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• Product development and
marketing efforts focus on
breadth.
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Breadth strategy

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• Understanding market
segments allows for efficiency
and increased engagement.
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Depth strategy

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A successful segmentation must answer 3
questions…
1. Are they unique from each other?
Strongly differentiated from each other to capture all the
ways in which a brand or product meets the needs of a
client or customer.
2. Are they recognizable and understandable?
Clearly understood in terms of what drives each group’s motivations with
respect to the product or brand: their views, how they behave, their needs,
and their brand perceptions.
3. Can they be efficiently targeted?
Clearly identified in terms of their media purchasing habits so that target segments can be
reached via particular media spend or communication platform saturation.

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Who are we talking about?
The market Those with
a need or
affinity
Current
customers

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By combining all 3 elements, a
successful segmentation can…
• provide a deeper understanding of
your target segments,
• provide a continuous roadmap for
your continued marketing or
product development efforts.
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Hearts and minds
Thinking
Doing
Being
A Successful
Segmentation

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• When anticipating the launch
of a new product, you need to
market the new product
efficiently to stay within
budget and make the launch a
success.
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Targeting for a new product

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Targeting for a new product

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Targeting for a new product

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• While we all wish
segmentation research to
occur prior to branding or
marketing being designed
and pushed…
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Honing branding and messaging to target

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• Beginning research after the
branding design and
messaging push can also be
a benefit.
• Branding or messaging
appeal can factor into the
final segments and the
personas we construct to
describe them.
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Honing branding and messaging to target

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Innovative
Value-oriented
Premium
ReliableApproachable
Inspiring
Fun
Aspiring Alice
Easygoing Ellis
Stainless Stephane
Easy to use
Mainstream Mark
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Persona Profile
Aspiring Alice
Aspiring Alice lives in the
suburbs but dreams of a
metropolitan lifestyle and the
cultural benefits that go with
it. She is a career women
with a good education but
can be taking a hiatus from
work while she and her
partner have children. She is
easily swayed by products or
services that “speak to her.”
Positives
• Children
• New and different
• Lifelong learner
• Smartphone apps
• Exercise
Negatives
• Soccer mom
• Politics
• Hidden fees or fine print
Attitudes & Behaviors
Early AdopterLaggard
PioneerTeam Player
OldYoung
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• Segmenting the general market for your product, service,
or brand can identify underlying differentiators to help take
your marketing to a new level of efficiency and resonance.
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Finally, finding your target in a broad market
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• A quarterly Market Research Speaker Series
– In-person or webinar?
– Techniques or current trends?
– Brought to you by the Research Committee of your own AMA-
PDX
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Introducing in 2015…
Market Research Speaker
Series
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AMA’s Marketing Research
Technique Series:
Market Segmentation:
An Introduction and Review
by Dr. Steven M. Struhl
Folders including a white paper for
you to take with you for reference.
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References

20. © 2014 Distill Research, LLC
Darrin Helsel
@DarrinKH
@DistillResearch
503-404-0475 x700
darrin@distillresearch.com
www.distillresearch.com
Thanks for your time!
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