To ensure a product or a service is marketed to the right customer group, it is important to know different segments in the target customers. Segmentation study determines different groups that are interested in different products; it is necessarily a segmentation of the target group. This segmentation can be based on geographical, demographical or many other parameters.

Examining the lifestyle of the customers, which helps to understand the exact needs of the customers, means deciding which product can be easier to present to which customer group. Another essential stage is communication studies since lifestyle and segmentation research tells a story about which communication message must be painted to communicate with the target group.

Lifestyle includes these characteristics:  

• How much of their times consumers spend on activities and how much they spend on hobbies?
• What are the benefits of consumers?
• What ideas and opinions do they have on themselves and their surroundings?
• What are the fundamental demographical characteristics (age, gender, income, occupation, etc.)?

As AGS Global, we continue to be there for you in many parts of the world with love and enthusiasm with our expert teammates in sociology, anthropology and marketing within the scope of lifestyle and segmentation researches.