Segmentation of Business to Business Markets
Vector undertook a market study to investigate the demand for e-assessment products in education and training sectors across the UK. The case studies of state and independent schools (including new status specialist schools), FE Colleges , training providers and community agencies led to a qualitative segmentation which has underpinned marketing strategy.
More and more companies and organisations are adopting a segmented approach to marketing – and Vector has undertaken a range of work in this field with consumer and social markets.
Examples have included:
- Potential student markets - using collage
- Middle & high income public transport usage - also using collage and acompanied trips
- Redundant employees - to identify divergent attitudes to intervention