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Segmentation & Needs

Segmentation is at the very heart of marketing.

A segment is a group of individuals or companies with a common attribute that causes them to share similar needs. Marketers tailor their products, services and communications to these common attributes in order to ensure that their offering meets market requirements.

Segmentation is a means of capturing value – customers receive and pay for benefits they value; conversely they neither receive nor pay for benefits they do not value.

B2B International are amongst the most experienced market segmentation experts in the industry, and we have written extensively on the subject. A selection of this thought leadership is shown below:

White Paper: Getting People to Switch

Written by Paul Hague

What does make people switch? What is it that makes someone change their mind or their behaviour? These are crucial questions to any marketer and particularly baffling to the business-to-business marketer.

White Paper: A Practical Guide to Market Segmentation

Written by Paul Hague

Segmenting your market is crucial for business success. Here, we outline 10 key steps you can use to carry out a market segmentation for your business.

White Paper: Market Segmentation in B2B Markets

Written by Paul Hague and Matthew Harrison

Satisfying people’s needs and making a profit along the way is the purpose of marketing. However, people’s needs differ and therefore satisfying them may require different approaches. Identifying needs and recognising differences between groups of customers is at the heart of marketing.

White Paper: Implementing Organisational Service Excellence

Written by Chris Daffy

Good implementation of service excellence can create stronger customer loyalty, worthwhile differentiation and sustainable competitive advantage. It’s therefore critical to implement well and the following should help those looking for ways to do this.

Article: Business Models and Competitive Advantage

High growth depends on how you set yourself up to deliver value into the market. Colin Mason at the Hunter Centre for Entrepreneurship, University of Strathclyde and Ross Brown at Scottish Enterprise report on how fast-growth enterprises design their business models.

White Paper: The Impact of Behavioural Economics on Market Research

Written by Paul Hague

Market researchers are dogged by nagging doubts. Can we believe what people tell us in response to questions about their behaviour? In other words, to what extent is what people say, what they actually mean and what drives their behaviour?

White Paper: Small Businesses – An Anthropological Insight

Written by Paul Hague

Small companies offer a huge opportunity for big companies. There are millions of them. However, in order to do business with small companies, it is necessary to understand them. This is the subject and purpose of this White Paper.

B2B International showed their customer satisfaction expertise in helping us identify and make improvements across our business.


A very good debrief. Met the objectives for the customer research very well - great analysis and recommendations.