How do you best go about understanding the market place to shape your product so it provides differential advantage over the competition, and allows you to target customers that benefit most? PBIRG Perspectives publishes a paper by Adelphi which provides answers to these questions.

The focus of this article is Segmentation – which means different things to different people. Strategic market segmentation drives product development and brand strategy. Because it is fundamentally strategic, market segmentation comes early.

Strategic market segmentation represents “The process of developing an in-depth understanding of, and insights into, the therapeutic area such that the company can both segment in a practical yet creative way, and develop a strategy that provides differential advantage over the competition”.

Segmentation research could (and should) impact everything we do in brand development — and should affect everyone. When it is ‘strategic’, market segmentation helps us gain a deep understanding of the market and where our products could fit.

The paper, published recently in PBIRG Perspectives, discusses the following:

• What is strategic market segmentation?
• When should segmentation research start?
• What must segmentation deliver?
• How to recognize a robust segmentation?
• What do segments look like?
• Uncovering actionable segments through market research

The full paper is published in PBIRG Perspectives, Vol 10, Issue 1, Spring 2008, pages 12-14.

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