It looks like you're using Internet Explorer 11 or older. This website works best with modern browsers such as the latest versions of Chrome, Firefox, Safari, and Edge. If you continue with this browser, you may see unexpected results.
Market segmentation is the process that many organizations use in order to analyze their audience or service group. By dividing their audience into subgroups which have special needs, wants, or behaviours, you increase the ease of communicating, providing services or selling to them.
Marketers use four main methods to segment (or divide) an audience. These are demographic, geographic, psychographic and behaviouristic segmentation:
Demographic segmentationdivides a market according to objective categories such as age, income, occupation and education;
Geographic segmentation separates people by where they live;
Psychographic segmentation looks at attitudes, values, beliefs and interests -– what they think; and;
Behaviouristic segmentation concentrates on habits, preferences, and purchasing patterns (also called lifestyle) -– what they do.
For example, a market segmentation analysis of Dwayne "The Rock" Johnson would look like:
Demographic: 49 years old, male, married with three children, post-secondary education (Bachelor of General Studies), American
Geographic: Multiple homes, California, Florida, Georgia, London
Psychographic: Health conscious, family life
Behaviouristic/Lifestyle: Weight lifts, social media
Read on the learn more about finding information for market segmentation and the best resources to use.
(Harvard Business Publishing) Over 2000 Harvard Business School case studies, curated by editors from Harvard Business Publishing. Access to selected case studies is available only. Not all Harvard Business School case studies are available, and missing needed cases cannot be added a-la-carte via This service. Faculty: As part of this subscription, Seneca Professors (only) may obtain access to Harvard Business Publishing teaching materials. Interested faculty should contact their liaison librarians at firstname.lastname@example.org from their Seneca faculty e-mail account for instructions.
You can segment a market by the following key demographic groups:
By generational cohort (Great Depression, WWII, Baby Boomers, Generation X, Generation Jones, Generation Y, Millennials)
By age (Children, young adults, middle aged, seniors)
By marital status
By educational attainment
By country of origin/ancestry
By visible minority status
By mother tongue
By labour force participation
Usually these demographic groups are located within a specific area, so demographic and geographic segmentation usually go hand-in-hand (e.g., comparing numbers of seniors in Toronto to seniors in Calgary).
The Canadian census program is one of the key tools for collecting demographic information across Canada allowing you to narrow down to specific provinces, regions, dialects, household status and more.
Behaviouralistic segmentation is primarily activity based. It includes hobbies, sports and fitness involvement, purchasing behaviour, entertainment, social events, dining patterns -- any behaviour that can be measured and quantified.
For example, a person who has a more conservative mindset (psychographic) will tend to vote for conservative candidates (behaviouralistic/lifestyle). Basically, what you think can influence what you do.
Provides access to consumer data, market reports and more. Jump right to the behaviouralistic data by selecting Consumer Data from the top most menu in the database then either browse or search for your topic.
(Vividata) A database of consumer demographics, media usage, lifestyle and attitudinal data, and product usage across 150+ categories, resulting from an annual national survey of readers of Canadian magazines and newspapers. Vividata is the amalgamated organization of two other media measurement bodies, NADbank and PMB. When you click the above link, you will first be required to log in with your full Seneca e-mail address, and then you will be given instructions on how to log into the Vividata site. For help with this database, see Seneca's Vividata Training Sheet as well as Vividata's own Dapresy Tool Guide and their FAQ page.