Moving beyond single-variable segmentation to a multidimensional view that explains not just who customers are, but why they purchase.
Geodemographic Precision
Systems like Claritas PRIZM combine geographic, demographic, and behavioral data to classify households by purchasing preferences and locate high-value customers on the ground.
Hybrid Segmentation
Combines two or more bases (e.g., geo-demographics + attitudes) into a single framework. Single-base segments may guide product development but fail to inform positioning.
Consumption Assemblages
Segment by context or situation — whether someone eats breakfast while commuting or at home — to target specific usage occasions rather than just people.
Segmentation Bases
Demographics
Age, income, education, occupation, household composition
Geographics
Region, urban/suburban/rural, climate, population density
Psychographics
Values, attitudes, lifestyle, personality, interests
Behavioral
Purchase frequency, brand loyalty, usage rate, benefits sought
Technographic
Technology adoption, device preferences, digital behavior
Situational
Usage context, time of day, occasion, accompanying others
S-T-P Framework
Segmentation, Targeting, Positioning relies on diverse bases to develop a specific marketing mix for each segment, ensuring offer, price, and promotion are optimized for that group’s distinct demand function.