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Deloitte/u2019s list of the top marketing trends<\/a> of 2025, encouraging marketers to \u201cmake every interaction meaningful by using data to segment priority customers.\u201d<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>In a marketplace reshaped by constant disruption, from global pandemics and inflation to the accelerating march of AI and changing consumer expectations, understanding who your customers truly are has never been more urgent. Additionally, in today\u2019s volatile political and economic climate, customer expectations, needs, and concerns are changing daily. And while segmentation has always been a foundational tool for marketers and insights professionals, it\u2019s now undergoing a much-needed reinvention to better reflect the speed, complexity, and humanity of today\u2019s consumers.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Here\u2019s what\u2019s driving the renewed focus, and how organizations can modernize their segmentation strategies to stay ahead.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-why-segmentation-matters-now-more-than-ever\">Why Segmentation Matters Now More Than Ever<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>It\u2019s tempting to view segmentation as a \u201cset it and forget it\u201d initiative. But in today\u2019s environment, static segments based on outdated behaviors or assumptions can do more harm than good.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Consumers are not only shifting their values and habits, they\u2019re doing so quickly and in ways that don\u2019t always align with traditional demographic buckets. Work-life routines have transformed. Technology has introduced new touchpoints and expectations. And financial pressures and volatility are rewriting how people define value.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Segmentation helps brands navigate this chaos by anchoring strategies in clarity. It provides the lens to see meaningful differences within your audience, align messaging to motivations, and understand their ups and downs to prioritize efforts based on impact. And it\u2019s powerful: Studies show that <a href=https://www.ama.org/"https:////www.linkedin.com//pulse//market-segmentation-how-identify-target-your-ideal-customer///">80% of businesses<\/a> that use segmentation report increased sales. But for segmentation to be useful, it needs to evolve beyond legacy approaches.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-the-shortcomings-of-traditional-methods\">The Shortcomings of Traditional Methods<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Many legacy segmentation studies rely on static data, long-form surveys, and time-intensive processes that can take months to complete. By the time insights are delivered, the market may have already shifted. Even more critically, the outputs often lack emotional depth or contextual nuance, making them hard to activate across teams.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>What\u2019s needed is an approach that balances analytical rigor with real-world relevance. That means getting closer to how people actually live, shop, and decide\u2014capturing their stories, not just their statistics.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-what-modern-segmentation-looks-like\">What Modern Segmentation Looks Like<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:list {\"ordered\":true,\"start\":1} -->\n<ol start=\"1\" class=\"wp-block-list\"><!-- wp:list-item -->\n<li><strong>Conversational and mobile-first engagement.<\/strong> Segmentation studies are only as strong as the data they\u2019re built on. And in today\u2019s world, traditional survey methods, such as long, static, email-based questionnaires, often fall short. A modern approach leans into how people naturally communicate: on their phones, in short, intuitive interactions. Mobile chat-based methods not only increase response rates and completion, but they also create a more immersive, candid research experience. The result? Segmentation inputs that are richer, more emotional, and far more reflective of real human behavior.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Agile, modular study designs.<\/strong> Segmentation doesn\u2019t have to be a multi-month initiative with a fixed start and end. Modern mobile-based methodologies break long surveys into modular, recontactable touchpoints\u2014using text message-based notifications to seamlessly pick up where you left off. This flexible structure allows researchers to gather foundational data in phases, refine hypotheses midstream, and re-engage specific audience segments as needed. It also makes it easier to iterate, ensuring that segment definitions stay relevant in a fast-changing market.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Blending quant with qual\u2014seamlessly.<\/strong> Traditional segmentation takes a linear quant-qual approach to capture audience needs, motivations, behaviors, attitudes, and more. But today\u2019s most impactful segmentations go beyond \u201cmath\u201d and incorporate the nuance of qualitative insight. By integrating methods like open-ended responses, video diaries, and projective exercises into the foundational research, not just after segments are defined, researchers can elevate the segmentation beyond simple categorization. These richer inputs shape smarter segments and bring them to life in more compelling ways.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>AI-assisted analysis with a human lens.<\/strong> The rise of unstructured data in segmentation (videos, images, open text) has created new opportunities for AI to support the analytical process. Tools like AI summarization and sentiment detection can surface patterns quickly, helping researchers get to insight faster. But while AI can accelerate the work, it can\u2019t replace human judgment. The most effective segmentation strategies use AI as a copilot: assisting in theme discovery, enriching cluster definitions, and speeding up the synthesis of large qualitative datasets.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Built-in activation pathways.<\/strong> A segmentation is only successful if people across the business can understand and use it. That means thinking about activation from the very beginning. Modern segmentation deliverables go beyond charts and cluster maps\u2014they include dynamic, visual outputs like short-form video profiles, mobile-optimized digital personas, and shareable playbooks that help teams apply insights in real-world decisions. And by building communities around high-value segments, brands can continue learning and adapting long after the initial study is done.<\/li>\n<!-- \/wp:list-item --><\/ol>\n<!-- \/wp:list -->\n\n<!-- wp:heading -->\n<h2 class=\"wp-block-heading\" id=\"h-the-path-forward\">The Path Forward<\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Segmentation today isn\u2019t just about sorting people into neat little boxes. It\u2019s about truly understanding what makes them tick\u2014and being able to adapt when things shift. And things are shifting fast, all the time.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>As new tech, fluctuating government\/economic policies, changing values, and evolving expectations reshape how people connect with brands, segmentation has to keep up. With more flexible tools, more human-centered data, and smarter ways to keep the conversation going, segmentation can be faster, deeper, and much more useful. At its best, segmentation doesn\u2019t just help you see your audience; it helps you connect with them. And in a world where connection is everything, that\u2019s more important than ever.<\/p>\n<!-- \/wp:paragraph -->","post_title":"Segmentation\u2019s Resurgence: Why Modern Marketers Are Doubling Down on Getting It Right","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"segmentations-resurgence-why-modern-marketers-are-doubling-down-on-getting-it-right","to_ping":"","pinged":"","post_modified":"2025-08-25 15:42:45","post_modified_gmt":"2025-08-25 20:42:45","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.ama.org\/?post_type=ama_marketing_news&p=203980","menu_order":0,"post_type":"ama_marketing_news","post_mime_type":"","comment_count":"0","filter":"raw"}]" />
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