Forward and Backward Segmentation

Market Segmentation
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Market Segmentation > Best Practices

Marten van der Zee, Analyst, Netherlands
When you have selected the data, segments should be deduced. Two types or approaches of segmentation exist: 1. Forward Segmentation (also called A Priori Segmentation): customers are first classified on personal characteristics. Then differences between groups in terms of product and (brand)characteristics are examined. 2. Backward Segmentation: starts with groups of customers that have different behaviour in relation to the product or brand for example by wanting different benefits. Then the general (personal) characteristics that can be used to describe each group are examined. (...) Read more? Sign up for free

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More on Market Segmentation
Summary
Forum
🔥Marketing Implications of Generation Z
Behavioral Segmentation
Industrial Segmentation Variables | B2B Segmentation
Best Practices
🥇Disadvantages of Segmentation
🥈Disadvantages of Demographic Segmentation
🥉Is Segmentation of Taxpayers Possible?
Segmentation Examples
Forward and Backward Segmentation
Segmentation and Marketing Mix
Conditions for a Segment
Market Segmentation and Target Marketing
Market Segmenting Process
Ideas for Demand Segmentation based on the Total Need for a Product
Segmentation Requirements
Target Groups of Puma
Trading Market Analysis
Special Interest Group Leader

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Market Segmentation
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