Segmentation Research

The goal of segmentation research is to divide the total market of consumers into relevant subsegments. Once you identify which consumer segments exist, you can establish which ones best fit your product or brand and how to reach these segments.

Building personas is taking this one step further. It means visualizing the outcomes of a segmentation study and presenting them in an accessible manner. This way the segments really come to life.

What do you learn from it?

  • What kinds of consumers are there?
  • What segments are most attractive to target for us?
  • How can we reach these segments, with the most appealing message and the most effective media?

What can you do with the results?

Segmentation research allows you to choose the most promising consumer persona and tailor your marketing and media approach to the needs, desires and behaviors of this persona.

When do you use it?

When you realize that a generic, fit-for-all marketing and advertising approach is not the most effective, it’s time to think about segmentation.

The set-up

A segmentation study usually starts with a qualitative round to understand along what axes consumers might be divided into meaningful segments. The hypotheses coming from this stage are then quantified in a large scale study.

Timing and investment

The investment depends on the amount of pre-existing knowledge that is already there and the amount of depth required in the description of the segments. It starts at €10.000 for a basic set-up which will take around 5 weeks to complete. Ask us for a ball park or a full proposal using the button below.

Why Future of Food Institute

We know how consumers see sustainable brands and what kind of arguments they are susceptible to. We know what kinds of different consumers there are when it comes to sustainable behavior. We offer a quick turnaround and competitive pricing.

Have a question?

We love to tell you more, so feel free to contact us for more information or fill in the form at the bottom of the page.

What we do

We help sustainable food companies to innovate faster and communicate with more impact. We do this by offering accessible and crystal clear consumer insights

We love working with mission-driven food companies and non-profits that have a positive impact on society and our planet. Together we empower consumers to make food choices that are good for them as well as for the planet.

The Hague Tech - Wilhelmina van Pruisenweg 35 - 2595AN - The Hague
(+31) (0)70 2042314 -