NEWS18 November 2015

NPD launches segmentation scheme service

Data analytics News North America

US — Global market information company NPD Group has introduced an analytic service integrating consumer segmentation schemes with sales and market share data.

The company said the new service will allow clients to view industry sales and market share at the category and brand level for each of their consumer segments. 

George Terhanian, president, solutions for NPD, said: “Our clients recognise that good business strategy requires them to divide the market into segments, to learn all they can about consumers in the most appealing ones, and to then develop products, services and marketing strategies that resonate. 

“They can now plug their own segment definitions into NPD data to understand both the ‘what’ and ‘why’ of each segment’s purchase behaviour. They’ll know immediately how effective they are at reaching and appealing to key segments.”