Grouping a brand’s target market into segments; these being defined via questions about their attitudes. Advocates of this type of segmentation argue that attitudes influence needs which then influence behaviours.
What are the aims of Attitudinal Segmentation?
This type of segmentation tends to be brand-orientated in terms of commercial application i.e. it’s useful for understanding who to target and the ‘buttons to press’ to grow usage/brand love. Most companies seek to identify 5-6 attitudinal segments as this provides a ‘macro view’ of the market that everyone within the organisation is able to hold in their minds. Without this the segments always fail to become a common language around which customer centricity can be built. Attitudinal segmentations are, however, notoriously difficult to use in a more operational context and this is where needs or behavioural-led segmentation tends to be more effective. Increasingly, brands are utilising both types of segmentation – attitudinal being used to set ‘tone of voice’ and needs/behavioural segmentation identifying the ‘what you should be doing or talking about’. In the future, segmentation approaches are likely to become even more nuanced, with brands that hold extensive data at a single customer level moving towards the ambition of treating each customer ‘as a segment of one’.
What’s an example of Attitudinal Segmentation?
What is Attitudinal Segmentation?
We created an attitudinal segmentation for a major fashion retailer who is used by a broad demographic. They used it create establish the audience for each of its sub-brands and understand the key ‘buy messages’ for each audience.