Consumer Segmentation

Dividing consumers based on common characteristics:

We go beyond demographics to lifestyle attitudes and need states.


The output is 3–7 segment profiles with rich and layered detail that truly distinguishes one segment from another in a manner that informs creative content and strategy.


Benefit of segmentation data – nuanced details that inspire or inform creative content settings, creative content strategy, omnichannel engagement strategy, new product offerings and promotion tactics.

Segmentation Research is useful when:

Your product is in a shrinking category. You need to broaden how the usage occasion is defined and understand those consumers to attract growth (e.g., morning caffeine vs morning coffee).


Significant changes have occurred in the needs and attitudes of your core consumers and you need to understand how they see the world.


Your team wants clarity on which products in the portfolio best meet consumer needs in the category, or whether there is a gap in the portfolio for meeting needs.

EPiQ’s Consumer Segmentation study can provide feedback on consumer needs & attitudes in half the time as typical segmentation studies:
6 Weeks

half the time as typical studies


per study for one category


consumer sample size

To get more information on research details and reporting options, email us at

Typical Segmentation Topics for Custom Survey

age, household income, gender, households w/kids, etc.


quantities consumed, dayparts used, as individual or group, frequency, etc.

Usage Behaviors

where purchased, when purchased, purchase frequency, purchase trigger, amount purchased (when relevant), etc.

Purchase Behaviors

‘Go To’ brands purchased, alternate brands considered or purchased, brand associations, key benefits, etc.

Brands Purchased

primary function, table stake features, innovative or convenient features in category, unmet needs that no product or brand addresses.

Needs Addressed By Category

consumer attitudes and beliefs, lifestyle behaviors.

Related Behaviors

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Kat Shafer

Chief Client Officer

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