The Ultimate Guide to Understanding Behavioural Segmentation (2024)

Behavioural segmentation is a marketing strategy that divides consumers into groups based on their behaviour.

This can only be done by looking at a variety of factors, such as purchase history, website activity, and social media engagement.

By understanding how customers behave, businesses can create more targeted marketing campaigns that are more likely to be successful.

They are five key components of behavioural segmentation:

• Customer behaviour patterns: This refers to how customers interact with a business, its products, and its services. This can include things like purchase history, website activity, and social media engagement.
• Purchasing behaviour: This refers to how customers feel about a business, its products, and its services. This can include things like their level of satisfaction, their willingness to recommend the business to others, and their likelihood of returning to the business.
• Usage behaviour: This refers to how customers use products or services. This can include things like how often they use them, how long they use them for, and how they use them.
• Attitudinal behaviour: This refers to how customers feel about a business, its products, and its services. This can include things like their level of satisfaction, their willingness to recommend the business to others, and their likelihood of returning to the business.
• Benefit sought: This refers to the reasons why customers buy products or services. This can include things like the need for a product or service, the desire for a product or service, and the value of a product or service.

There are a variety of methodologies that can be used to conduct behavioural segmentation.

Some of the most common methodologies include: • Surveys: Surveys can be used to collect information about customer behaviour, such as their purchase history, website activity, and social media engagement. • Focus groups: Focus group can be used to gather qualitative information about customer behaviour, such as their attitudes, beliefs, and motivations.

• Observational research: Observational research can be used to collect data about customer behaviour, such as how they use products or services and how they interact with a business.

• Analytics: Analytics can be used to collect and analyse data about customer behaviour, such as purchase history, website activity, and social media engagement.

Behavioural segmentation can be used in a variety of businesses, including:

• Retail: Retailers can use behavioural segmentation to target customers with specific products or services. For example, a retailer might target customers who have purchased similar products in the past with a new product launch.

• Healthcare: Healthcare providers can use behavioural segmentation to target patients with specific health information or services. For example, a healthcare provider might target patients who have been diagnosed with a certain condition with information about treatment options.

There are many benefits to using behavioural segmentation in business. Some of the most important benefits include: • Improved targeting and personalisation: By understanding how customers behave, businesses can create more targeted marketing campaigns that are more likely to be successful. For example, a business might target customers who have purchased a certain product in the past with a discount on a related product.

• Better customer understanding: By understanding how customers behave, businesses can better understand their customers' needs and wants. This can help businesses to improve their products and services, and to create a better customer experience.

There are a few challenges and limitations to using behavioural segmentation. Some of the most common challenges include: • Data collection and quality: Collecting data about customer behaviour can be challenging, and the quality of the data can vary. This can make it difficult to create accurate and effective segmentations. • Segmentation accuracy: : Even with accurate data, it can be difficult to create segmentations that are perfectly accurate. This is because customers' behaviour can change over time, and it can be difficult to predict how they will behave in the future.

The future of behavioural segmentation is bright. As business collect more data about customer behaviour, they will be able to create more accurate and effective segmentation. This will allow businesses to target their marketing campaigns more effectively, and to improve their ROI from marketing efforts.