Understanding the needs of your market.


At Mission Research we recognize the importance of precision in understanding the needs, values and preferences of consumers of your brand.

Our analysts specialize in advanced market segmentation techniques that cut through the noise to identify and define the unique market space occupied by your brand.

Using a proven and validated survey design method coupled with advanced statistical analysis, we provide our clients with accurate and detailed metrics of their target markets/publics; in turn, our clients are able to tailor brand-strategy to the unique tastes of their consumers and stakeholders.

At Mission Research we have mastered the art of market segmentation to remove the guesswork from developing your marketing strategy. Our segmentation profile will provide you with the key metrics (behavioural; psychographic; demographic; geographic) you need to develop a branding strategy that has maximum appeal to consumers within your target market. For organizations that want to maximize their brand-reach, the Mission Research market segmentation profile is an indispensable tool.

Mission Research’s Nested Multi-Level Segmentation Model

Although the standard meta-categories of segmentation – geographic, demographic, psychographic and behavioural – provide the fulcrum for the first phase of analysis, a truly precise and actionable segmentation of any population (for example, an electoral bloc) requires a nested, multilevel approach that breaks down simple segments to reveal their complexity. It is no longer adequate, for example, to segment younger and older cohorts as more or less progressive in their political leanings; there is little actionable value in these labels. Instead, such meta-segments require another level of segmentation to identify the granularity in their characteristics – for example, a segment of older men with a net worth of a million dollars who live in a suburban area may be identified as conservative voters; still, the political riding in which these men live could play a significant role in mediating this relationship. Additional segmentation according to political riding (size, population composition, candidate) is necessary to define sub-segments that could affect the probability of the outcome (i.e., vote intent) for the meta-segment.

Segmentation Meta-Categories

Geographic: Physical location of the individual, including country (macro-level), state, province or region (meso-level), city, town or electoral district (micro-level).

Demographic: Socially meaningful characteristics that identify an individual – e.g., age, stage in the life course, gender, income, family size, race, ethnicity, religion.

Psychographic: Phenomenological facts about an individual’s values, attitudes, interests and aspirations; typically linked to socio-demographic characteristics though important divergences can exist and should be identified.

Behavioural: Activities related to lifestyle such as consumption patterns and voting preferences; frequently linked to both socio-demographic characteristics and perceived benefits of behaviour, though identification of divergent groups is critical to achieving actionable segments.

Example Segmentation Overview