I recently published an article on the criteria necessary for a market segment. If you came here from that article, you will find the remaining three criteria in this and the following two days’ posts.

To access the next post in this series, click the following link: Criteria Necessary For A Market Segment: Access and Action

Criteria Necessary For A Market Segment: Criteria Necessary For A Market Segment: You Need To Identify And Measure Your Target Market

For a market segment to represent a good target market, you must be able to first identify and then measure the people in the market segment. If you have no way to identify them or don’t know how many people are included in the segment, you may want to reconsider basing a marketing campaign on the segment.

The easiest way to identify the market segment is with demographic, psychographic or behavioral characteristics.

Demographics represent the easiest of these three. Demographic characteristics such as age, education level, type of occupation and gender, provide a good way to identify and measure a target market. You can measure the number of members by these demographic variables and determine the total number of members in the target market.

For example, if you want to target people between 45 and 55, you can identify them as Baby Boomers in the middlescence life stage. Many articles on the Internet and off line give numbers for Baby Boomers so you can measure them.

My e-book Know ‘em Sell ‘em: How To Discover The Best Appeals For Your Target Market provides either numbers or percentages by many demographic characteristics. I also offer individual target market Profiles on Demographic Market Segments to help you identify and measure the people within each.

Measuring and identifying the people in a market segment provides the third of five criteria necessary for a market segment. To learn about the fourth criteria click on the link below:

Criteria Necessary For A Market Segment: Access and Action

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Posted 5-26-08: Criteria Necessary For A Market Segment:
Measurable and Identifiable

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This entry was posted on Monday, May 26th, 2008 at 6:51 am and is filed under Market Segments.You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.