Generally, markets are too complex and their clientele too heterogeneous for suppliers to profitably meet everyone's demands. Therefore, markets need to be segmented - i.e. the heterogeneous total market is divided into homogenous sub-segments - and their target groups have to be selected. On the basis of market segmentations in the target markets selected, you get: Better addressing customers' needs by a marketing-mix coordinated to meet the target group's demands Systematic increase of customer satisfaction A higher level of customer loyalty An overall more efficient handling of the market ANALYSIS TOOL AimToGain integrative market segmentation YouGov supports the segmentation of your market with goal-oriented and methodically substantiated methods. Here, we can revert to our extensive experience in the development of segmentations and in the consulting on marketing- and distribution strategies, e.g.: Typology of private insurance policy holders and customer monitor assurance Typology of private investors Segmentation of the OTC market Driver types on Germany's roads Stress-behaviour typology of drivers Investor types in the retiree segment Our market segmentations are distinguished by the special consideration of market-specific styles and types of behaviour: the segmentation is conducted on the basis of those motives, attitudes and demands that in fact determine consumer behaviour in the markets relevant to our clients. BENEFITS OF PSYCHOLOGICALLY BASED MARKET SEGMENTATIONS Segmentations based on market-specific styles of behaviour are clearly advantageous compared to alternative approaches (like, e.g., mere socio-demographically oriented segmentations): The consumer-types (i.e. the individual market segments) can selectively be distinguished with regard to market-relevant behaviour They are temporally extensively stable, as no fast changing influencing variables enter the type-formation They facilitate the derivation of segment-specific marketing strategies METHOD Our first step is the identification of all those features, motives and dimensions of attitudes that determine the consumer behaviour in the considered market. Ideally, the whole spectrum of behaviour-related dimensions can be revealed by psychological in-depth interviews. On the basis of these qualitative results, we develop the quantitative survey tool for the subsequent standardised representative survey. The diversity of attitudes, motives and behavioural patterns that are subject of the survey and contribute to the explanation and prediction of the behaviour in the relevant market are concentrated in a factor analysis and subsequently incorporated in the cluster analysis to identify the individual market segments. The choice of the ideal cluster solution is made together with our client within the scope of a workshop. RESULTS An extensive overview on all behaviour-relevant attitudes, motives and demands in the considered market A detailed psychological and socio-economic description of the market segments Market potential analyses for the segments identified Precise advice on support with the selection of the target groups Catalogue of measures for the target group marketing Additionally, the type-information can be imported into your client's database so each customer will segment-specifically be classified Furthermore, we advise our clients on the following implementation of the results in the market development