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Attitudinal Segmentation

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Attitudinal Segmentation

Attitudinal segmentation is when companies target their customer groups based on a set of shared attitudes they hold. Conducting this kind of segmentation allows you to understand existing and potential customers in more detail.

Attitudinal segmentation recognises that attitudes drive and influence purchasing behaviour and addresses this by grouping these audiences together to target them in a way that will appeal to them best. Producing unique strategies for different clusters will allow you to better market your product, thus increasing the likelihood of a purchase.

As well as turning your attention to groups who need targeting in a certain way, attitudinal segmentation can also help you to ‘de-prioritise’ segments that will never represent a good fit for your business.

To carry out this kind of segmentation, we use cluster analysis to determine any clusters of respondents with similar attitudes. Once the relevant clusters have been identified, they are then analysed again for any other similar traits, such as demographic or behavioural traits.

Each cluster is described according to both their demographic and attitudinal statements, and key attributes are described.

Although attitudinal segmentation can be used by itself, it often works best in conjunction with other methods of segmentation, including demographic, behavioural, lifestyle and psychographic.

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