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Segmentation Research

At its most basic, segmentation helps identify your current and potential audience. Our process delves deeper. The segmentation research insights we provide our clients help guide important strategic decisions and the development of strong thought leadership programs.

Segmentation for Strategic Decisions

Segmenting audiences into discrete groups can be helpful when an organization comes to us with strategic marketing questions, including the following:

  • Who are our best prospects?
  • Is there an opportunity to better address consumer needs?
  • How do we grow our customer base?
  • How do we encourage consumers to engage with us more or in different ways?

We offer several forms of segmentation analysis (attitudinal, behavioral, demographic), but our specialty is motivational segmentation using our means-end framework. It places a strong focus on personal needs, interests, style and motivation. Ultimately this research focuses on why people make the decisions they do.

Segmentation for Thought Leadership

Some find it helpful to demonstrate their own thought leadership in a topic or industry by conducting segmentation research designed to answer questions such as the following:

  • How can we group people according to how they react to a situation or life event?
  • How do we create an interactive tool to encourage people to explore a product or solution?
  • How can we create personality profiles to show people what kind of shopper, investor, parent, planner, student, etc. they are?

Alliance for Lifetime Income Segmentation Research


Artemis conducted a comprehensive retirement segmentation study for the Alliance for Lifetime Income so that Americans can identify their financial planning personality and tendencies, have a clear direction for improving their planning and be able to work with their financial professional to design a personalized retirement income plan. See the quiz on ALI’s website here.

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A caterpillar on a leaf alongside a monarch butterfly on a flower

Artemis MAP Segmentation Research: How the Pandemic Changed Us



The noteworthy aspect of the pandemic, and how it affected different segments of society, is that the change has been both universal and multi-faceted, touching many aspects of our lives: work, play, education, finance, health and more.

At Artemis we wanted to understand how this mixture of forces plays out across the population, so we conducted a comprehensive study to see how the pandemic changed us. We identified four unique segments of people who responded to the pandemic in similar ways.