From Niche to Success: The Role of Market Segmentation in Building a Strong Go-to-Market Strategy

17 October 2023

Market Segmentation Technique

Market segmentation is the process of dividing a broad target market into smaller, more specific segments. By understanding the unique needs and characteristics of different customer groups, businesses can tailor their marketing efforts to reach the right audience with the right message.

There are various techniques and approaches that companies can use to segment their markets effectively. Let's explore some of the most common market segmentation techniques:

Demographic segmentation divides the market based on variables such as age, gender, income, education, occupation, and marital status. By understanding the demographic characteristics of their target audience, businesses can customise their marketing strategies to resonate with specific groups of people.

2. Psychographic Segmentation

Psychographic segmentation focuses on the psychological and social traits of consumers. This includes their personality, values, attitudes, interests, and lifestyle choices. By segmenting the market based on psychographics, companies can create targeted marketing campaigns that appeal to the emotional and psychological needs of their target audience.

3. Geographic Segmentation

Geographic segmentation divides the market based on geographic location, such as country, region, city, or neighbourhood. This approach recognizes that consumer behavior and preferences may vary based on where they live. By targeting specific geographic areas, businesses can tailor their marketing messages and offers to suit the needs and preferences of local consumers.

4. Behavioural Segmentation

Behavioural segmentation categorises consumers based on their behaviour, such as their purchasing patterns, usage habits, loyalty, and brand preferences. By analysing consumer behaviour, businesses can identify distinct groups of customers and create personalised marketing strategies that address their specific needs and motivations.

Segmenting Consumer Markets

Segmenting consumer markets is a crucial step in developing a strong go-to-market strategy. By understanding the different segments within their target market, businesses can effectively allocate resources, design products or services that meet specific customer needs, and create targeted marketing communications.

When segmenting consumer markets, it is essential to consider the following factors:

1. Identifiable

Each market segment should be identifiable and distinguishable from others. The characteristics of the segment should be measurable, such as demographics, psychographics, or behaviours, so that businesses can effectively target their marketing efforts towards specific segments.

2. Substantial

The size of the market segment should be substantial enough to make it worth targeting. This means that the segment should be large enough to generate sufficient sales and profit for the business. If a segment is too small or niche, it may not be economically viable to invest resources in targeting it.

3. Accessible

The target market segment should be accessible through marketing channels. Businesses need to be able to reach their target audience efficiently through various channels such as advertising, promotions, or distribution networks. If the segment is not accessible, it may be challenging to effectively target and serve the needs of that particular group of consumers.

4. Responsive

A market segment should be responsive to marketing efforts. This means that the segment should have a positive reaction to the marketing messages and offers, leading to desired consumer actions such as making a purchase or becoming a loyal customer. If a segment is not responsive, it may indicate that the marketing strategies are not resonating with the needs and preferences of that specific group.

Niche Targeting

Niche targeting is a strategy that focuses on serving a specific, specialised market segment. Rather than trying to appeal to a broad target audience, businesses that adopt niche targeting aim their products or services at a small, distinct group of consumers who have unique needs or preferences.

Niche targeting offers several advantages for businesses:

1. Less Competition

By targeting a niche market, businesses can often face less competition compared to serving a broader market. This can allow them to establish themselves as experts or leaders in their chosen niche and gain a competitive edge.

2. Better Customer Relationships

Niche targeting allows businesses to develop deeper and more meaningful relationships with their customers. By catering to the specific needs and preferences of a niche market, businesses can provide personalised solutions and experiences, which can lead to increased customer satisfaction and loyalty.

3. Higher Profit Margins

Niche markets often offer higher profit margins as businesses can charge premium prices for unique or specialised products or services. With a smaller target market, businesses can focus on delivering high-quality offerings and justify the higher prices to their niche customers.


Market segmentation helps you fine-tune your marketing, stand out, and get creative. Using tools like demographics, behaviour, location, and interests fine-tunes your approach. And when you go niche, you build strong connections with customers and spark innovation, paving the way for long-term success and business growth.


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