Segmentation

You are not a number. Nor are you a 35-44 year old, ABC1, Carlton-viewing married female. So why do companies treat you like one?

How you deal with a retailer or a brand is about your attitude, your lifestyle, your lifestage, and the way you feel at the moment you interact with the brand

We have developed complex segmentations for a number of clients. These include:

• Lloyds TSB - attitude-based segmentation of UK consumers
• BP UK - behavioural segmentation of UK drivers
• BP Europe - needs-based segmentation of petrol forecourts in 8 countries
• Whitbread - modal segmentation of eating out occasions
• Financial services - attitude-based segmentation of financial services buying habits on behalf of The Henley Centre - this is described in the following article from Bank Marketing International

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This update December 2002