Segmentation & Persona Development
While many marketers develop customer profiles based on needs or demographics, Martec recommends a more holistic approach to Customer Segmentation and Persona Development.
Our team employs advanced statistical data techniques to identify unique segments with specific commonalities and characteristics. These segments often are hidden within an otherwise monolithic, homogenous population or audience. We also employ in-depth qualitative research to dig deeper into each segment, empowering our research team to develop relatable personas for brands to scrutinize and understand.
Martec utilizes proprietary methodologies to consider the complete range of inputs that influence purchases: behaviors, preferences, attitudes, psychographics, emotions and more…even beyond those tacitly stated by the customer.
Beyond Data and Statistics. True Intelligence.
Martec asks the right questions of the right people to get to the real truth, which allows brands to know more…and act more confidently.
“Divide” and “conquer.”
By knowing who comprises their customer base, our clients can drive the bottom line by employing more effective marketing and messaging, capitalizing on moments of delight to drive segment revenue, and building a loyal fanbase who keeps coming back.
Partners and Recognitions
Segmentation & Persona Development Insights
Explore our library of insights, archiving decades of experience and innovation in a range of Segmentation and Persona Development initiatives.
