What is Attitudinal Segmentation?
Grouping a brand’s target market into segments; these being defined via questions about their attitudes. Advocates of this type of segmentation argue that attitudes influence needs, which then influence behaviours (see also ‘Behavioural Segmentation)
What are the aims of Attitudinal Segmentation?
This type of segmentation tends to be brand-orientated in terms of commercial application i.e. it’s useful for understanding who to target and the ‘buttons to press’ to grow usage and/or brand love. Most companies seek to identify 5-6 attitudinal segments as this provides a ‘macro view’ of the market that everyone within the organisation is able to hold in their minds. Without this, there is a risk that the segments will fail to become a common language around which customer centricity can be built. Attitudinal segmentations are, however, notoriously difficult to use in a more operational context and this is where needs or behavioural-led segmentation tends to be more effective. Increasingly, brands are utilising both types of segmentation – attitudinal being used to set ‘tone of voice’ and needs/behavioural segmentation identifying the ‘what you should be doing or talking about’. Those brands that hold extensive data at a single customer level will be better able to provide a fully personalised communication strategy, moving towards the ambition of treating each customer ‘as a segment of one’.