Just as every customer is unique, every customer segment is unique. Some groups develop rational bonds with a brand or business; others form emotional ties. Whatever their characteristics (geography, gender, values, age, etc.), each segment has different expectations, needs, purchasing patterns and preferences. This is especially relevant in a global marketplace, where cultures, standards and behaviors can vary significantly.

Harris/Decima consultants conduct a segmentation analysis to assign customers to groups with similar loyalty drivers and "targetable" characteristics. Using a workshop format, we then guide you in understanding:

• What are the factors that drive your customer's commitment?
• What does each customer segment require from their relationship with your organization?
• What are their "targetable" traits?
• How do various segments make their purchase decisions? What drives their brand selection?
• What is the appropriate value proposition for each segment?
• What is the profit potential of each group?

Armed with this information, your company can approach its market segments with the right value proposition, the right product, the right programs, and the right prices.