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Market Segmentation

You need to understand the different needs and wants of your customers.  A common mistake  is often made in Electronic Direct Mail (EDM) by large global online businesses. They send emails out to their entire database  giving client advice or buyer recommendations relating to the season in their own location.  You can see where I am going with this can't you!  "During the winter months you may have difficulties getting out and about due to the snow". Meanwhile, the reader here in Australia could be sweltering through our hottest summer in history.

Database management is so important.  The above example relates to location segmentation but behaviour segmentation reveals buyer behaviour. The business can act upon this information if integration and streamlining of systems has occurred.  Modern CRM's allow you to gather so much information about your customers.  Many customers feel that if you are going to collect information about them, you may as well personalise the message you are putting in front of them. If you need help realising the benefits of segmenting your Customer Relationship Management (CRM) database better? Get in contact.


Your customers/clients needs are complex.  The reason they will buy your product or service can vary widely.  It is our job to help you identify and connect your product or service with the needs of the consumer.  Customers needs and demands are not always rational.  You need to step away from your brand, product or business to gain valuable insight into the buyer behaviour.  Sometimes it is best to bring in an outsider.


The internet and social media has transformed the way consumers interact with your business.  Traditionally, your business may have been a 9-5 brick and mortar business.  Today, the consumer has evolved to expect an 'always on' approach to doing business.  It is important to understand the pros and cons of any actions you take online.  The dangers of ignoring your clients online can not be understated.  We can help prevent brand reputation damage and/or clean up any damage already in place.

The Process

Consumer Behaviour is the study of the processes involved when individuals or groups select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs and desires.  You want to understand your clients needs and desires better to ensure your product or service is positioned well in the market.  We can support you in analysing, implementing and managing the process withing your business or institution.

Don't leave it to chance

You can sit and wait for the customer to walk through the door or find your website.  Or you can put processes in place to bring them there.  Which one makes sense?