It is important to remain creative when conducting segmentation research, as many different ways to segment a market can exist. Five main bases are discussed: geographic, demographic, psychographic, behaviouristic and image. This is followed by an overview of the main techniques used to establish and verify segments, including automatic interaction detector, conjoint analysis, multidimensional scaling and canonical analysis.

Cet article familiarise le lecteur avec les nombreuses méthodes de segmentation de marché et lui fournit une base de plus de cent références pour approfondir les techniques.