Needographic Segmentation

Based on our long standing belief and work around the reality that brands do jobs, Needographics™ takes the approach to mapping a marketplace by overlaying consumer segments with consumer needs where and when they matter most. 

Typically segmentation studies either focus on usage information or people type, both of which are flawed models.  Instead, we define need states and the functional and emotional jobs consumers need brands to do.  This enables us to understand which brands perform best and identify where consumers’ job satisfactions with brands are low.  This points our clients to viable white space innovation opportunities as well as competitive strengths and weaknesses to address with an existing brand.

Recent Needographic Assignments:

• Exploring and defining consumers’ functional and emotional needs when caring and nurturing their families

• Segmenting how and when consumers chose restaurants for a portfolio of the hottest choices out there

• Determining the current and future needs of the ultimately satisfying vacation experience…from dining to adventure, entertainment and even shopping