Experts will tell you that higher education market research provides a more satisfied customer and therefore consumers will be more likely to buy products and services. The principles of market segmentation and personalization, which is dividing the market into segments or consumers that behave or buy differently, is almost as old as the trade itself. From its inception until today, terminology and techniques have evolved considerably. As the market becomes more complex and digital channels evolve faster, segmentation has become critical for both the development of the product or service and the formulation of marketing strategies by companies.
According to reports revealed in March 2015, education marketing should reach a different level when “focused on people”, that is, a company should be able to identify and focus on those individuals or groups of people who change their shopping habits in specific stages of their lives. Demographic segmentation, which is the method used to segment massively, brings together people who are at different stages of their lives on a basis which generic characteristics as gender, age, location are shared. It does not explain why consumers behave the way they do though. “High-value” consumers and potential customers can be grouped in the same group as the “low-value” consumers because they share similar characteristics, so efforts to attract and retain customers are performed diligently.
This is not saying demographic segmentation will not work, however, it provides relevant information about market trends. The study shows that the subgroups using a segmentation approach had differences that may significantly impact the tactical implementation of any marketing strategy, for example, women who are mothers are 10% more likely to have changed products or services in the last five years than women of the same age without children.
Overall, women with children are less likely to “adopt” to things early on and they do not give much importance to the screen size of smartphones and so on. Despite this, price is less important when choosing certain things. The knowledge gained from such specific targeting will provide a company with very different advertising strategies for not only mothers, but women in general.