Understanding customers better and addressing them more specifically, for example through product improvements and/or communication measures, is the focus of target group analyses using segmentation approaches.

As an example of such target group segmentation, we will show you how Swissmilk works to represent the interests of Swiss milk producers. Who buys Swiss milk and milk and meat products? What are the relevant reasons for buying Swiss products? What is important to consumers? How can the purchase of Swiss products be made more attractive? As Swissmilk is confronted with the trend of foreign purchases and the increase of foreign food in Swiss supermarkets, these are the questions that concern them. intervista supported Swissmilk with a target group analysis through a market segmentation to get answers.

But how are such target group segmentations realised? And how can the segments be made useful?

After the final number of clusters or segments had been determined, the next step was to work out the characterising features of the segments. Only when the segments are meaningfully differentiated from each other in terms of content can a segmentation be considered successful and serve as a basis for target group-oriented marketing.
In the so-called profiling of the segments, further descriptive variables are used in addition to the variables used for clustering. With the help of mean value comparisons or contingency analyses, for example, it is examined to what extent the segments differ in this respect.