AllHands on Segmentation
There are many ways to approach segmenting your market or customers. Demographics like age, gender and location are typically used to define segments. We delve into the attitudinal, psychological and behavioural traits of segments to craft strategies and design communications that really resonate with your target audience.
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Segmentation Example
Home & Contents Insurance
Insurance Disposition
An attitude that influences purchase behaviour is the extent of friendliness or hostility someone has toward insurance companies.
Friendly
Hostile
Insurance Involvement Another trait that influences purchase behaviour is the degree of involvement someone has in the insurance purchase decision.
Low involvement
Friendly
Hostile
High involvement
Methodology
Using survey data and statistical analysis we define groups of people who share similar insurance disposition and involvement traits.
Friendly
Trusting
Enthusiast
Happy
Hedonist
Low involvement
High involvement
Dedicated
Scrutiniser
Resentful
Apathetic
Hostile
Happy Hedonist
Account for 28% of the consumer market.
Are happy with their insurer and value the protection and peace of mind that insurance provides. They spend little time reading policies and tend to renew without comparing other providers, unless faced with a premium increase.
Friendly
Happy
Hedonist
28%
Low involvement
High involvement
Hostile
HAPPY HEDONIST
Profile
1
Demographics
Young | Affluent | City dwellers | No children | Mortgage | Work full-time
2
MeDia
Instagram | YouTube | Spotify | Video On Demand | Out Of Home
3
INsurance Cues
Video ads | Price promos | Sport sponsorship | Brand reputation
4
Brand health
Low awareness and consideration | Unlikely to switch | Moderate NPS
5
Motivations
Peace of mind | Best value | Ease | Entertaining ads | Build wealth
The aim of marketing is to know and understand the customer so well the product or service fits and sells itself
- Peter Drucker
We apply a human-centered approach to marketing research. Prioritise an understanding of your needs. Deliver data-backed, thoughtful, and precise research solutions so that you can focus on what really matters.
We consult, we collaborate, and we craft.
Contact Us
For a free one-hour consultation and no obligation quote
AllHands Research
Sawtell | NSW | Australia
Duncan McIntosh
+61 484 388 438
duncan@allhandsresearch.com
All Hands
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