SEG|MATRIX

Segmentation is designed to create clarity: Which people think and behave in similar ways, and what drives their purchasing decisions? This requires variables that are measurable and truly indicative of buying behavior. The resulting segments must be stable enough to be identified again in future studies. At the same time, they need to be clearly differentiated so that actionable strategies for marketing, sales, or product development can be derived.

To make this work, the analysis must be grounded in robust data, apply appropriate methodologies, and produce results that are both easy to understand and transferable to follow up research. Ideally, the findings can be visualized in a way that allows even stakeholders without statistical expertise to immediately see who belongs to which segment and why.

SEG|MATRIX combines proven clustering methods with modern data logic. Up to 40 models are automatically calculated and compared—the strongest one is selected. The foundation is a well-balanced questionnaire covering all relevant aspects. SEG|MATRIX presents the results in a three-dimensional visualization, making differences, similarities, and transitions between segments directly visible. New respondents can be precisely assigned to a segment via a short questionnaire—even in later studies.

SEG|MATRIX employs principal component analyses to condense complex feature sets into a few meaningful dimensions. The actual segmentation is then performed using the original data – to maintain full differentiation. The process is iterative: Each variant is examined, evaluated, and refined. This results in a segmentation solution that is both methodologically robust and practically applicable – comprehensible, transferable, and usable for operational and strategic decisions.