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Q: Does it make sense to use more than one segmentation variable?
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What is the difference between market research and market segmentation?

Market research helps you "identify" your market. Segmentation lets you "segment" your identified market into more refined groups. In short market research is more broad and segmentation is more refined.


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Market segmentation is needed because it helps the marketers to develop new marketing strategies. It also helps the marketers to look at a wider target audience to make their plans more appropriate.


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You would use segmentation to better understand a niche and how to market to them more effectively for a particular product. If one product can appeal to many for different reasons but you want to create more personalized advertisements for each demographic, then segmentation is helpful. Segmentation is most commonly used in Radio Advertising and Direct Marketing. Technology is bringing segmentation closer with cable television as both marketers and consumers demand more personalized communication.


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