Market Segmentation

Understand and quantify what drives choice in a market to reveal the largest commercial opportunities for growth.

Questions We Answer

What consumer segments exist in my category and how do I address them?
What’s the future shape of demand in my category?
Where are the most lucrative battlegrounds in my category?
Can you rework our H&A into something more commercial?
Can you size different future opportunities?
Which shopper missions should we prioritise for growth?

Our Perspective

Historically, segmentation has been overly complicated, obsessed with meaningless differences, insufficiently future focused and lacking in simple and clear actionability. The outputs have been too divorced from reality and unable to identify the bigger commonalities that present real opportunities to scale.

Our approach puts segmentation at the heart of strategic decision making. We identify what really drives choice in any given category. We identify genuine growth opportunity based on volume and value. We look at the dynamics of the category to determine where the money is moving. We provide clarity on the critical success factors needed to win with any given segment. We bring it to life in an inspiring and engaging way.

Example Projects

Demand
Spaces

For Tata, developed a UK demand space model that underpins their brand, category and channel planning.

Customer
Segmentation

Built a snacking segmentation for PepsiCo across multiple European markets.

Attitudinal
Segmentation

Developed an above-category segmentation for a global drinks brand.

Market
Sizing

Sized the sub-categories in Unilever’s €20BN Beauty and Personal Care division and developed a category growth strategy.

Why The Forge?

The Forge is an award-winning strategy consultancy, delivering exceptional commercial returns for the world’s biggest brands. We help our clients create enduring and meaningful value for their consumers and customers.

But Don't Take Our Word For It

Working with the Forge on Demand Spaces has allowed us to step-change our strategic thinking. The Forge designed a bespoke approach to Demand Spaces to suit our particular needs and delivered an intuitive and commercially-impactful set of Demand Spaces – which have become the building blocks of our Integrated Brand Planning and Category Drivers. They balanced expert methodology with the experience to turn the data into a compelling story. The Forge were comfortable dealing with all levels of our business, right up to MD – and we would recommend them whole-heartedly.

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