Multidimensional classification

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Several behavioral characteristics are taken at once and classified simultaneously, automatically. The method is based on the condition that consumers with the same social, psychographic and other characteristics form one type. Moreover, these similarities between people of the same category should be stronger than the closeness with representatives of other segments. In this way, the entire target audience is typified.

To determine market segmentation factors, experts studied standard reactions of Russian consumers. As a result, three types of buyers were formed:

selective – customers who choose goods and services in accordance with fashion trends;

independent – ​​characterized by having one’s own style, taking into account current trends;

indifferent – ​​do not take fashion trends into 1000 mobile phone numbers database account at all, but choose products based on price and practicality.

Building a segmentation grid
This method is recommended for macro-segmentation of basic markets. A set of interrelated variables is used that define functions, consumers and technologies. The result of such analytical work are segments with the highest percentage of preferences.

Building a segmentation grid

Functional maps
In this case, segmentation is performed twice - by product and by customer. There are 2 types of functional maps:

Single-factor. The target market is segmented twice by a single criterion and for the same type of product.

Multifactorial. It is determined which segments of buyers a specific product is targeted at. The most significant characteristics of this product are identified from the point of view of promotion on the market.


Functional maps help to identify the key category of consumers for a given product and also determine the parameters of this group that satisfy the needs.

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