Segmentation - Needs Analysis

Good marketers are supposed to start off thinking about the needs of the customer, right? But how do you determine what those needs are?

We believe that the best way is to examine customer behaviour. Their behaviour tells you what their needs are. We identify simple but powerful facts about buying behaviour - who buys, what do they buy, and how do they buy. We supplement this information with why do they buy. The results give you amazing insights into what customer's needs are, and how they differ across different background variables such as age or gender.

Please email Elke.Seretis@MarketingScience.info for further information on any aspect of Needs Analysis.





EhrenbergBass_CB_UniSARGB

Professor Andrew Ehrenberg
(1926 - 2010)


August 2010

We are very sad to lose a legendary figure in marketing, market research and the statistics field. Over his life Professor Andrew Ehrenberg’s contribution to the development of marketing science has been enormous. The Ehrenberg-Bass Institute (with colleagues at the Ehrenberg Centre, London SouthBank) will build on his legacy as we continue to develop empirical generalizations in marketing. 

We are sad to lose this great man who was a pioneer in our field, and a dear friend to his colleagues.




The Ehrenberg-Bass Institute

The Ehrenberg-Bass Institute has over 50 marketing scientists contributing to ground breaking research and analysis.

Our research discovers how buyers behave, brands perform and how marketing really works.

Our findings give meaning and context to marketing research, turning data into insightful and meaningful strategy.

We have experts in the areas of:

Advertising
Brand Equity
Marketing Metrics & Buyer Behaviour
Pricing
Media
Sustainable Marketing
Wine Marketing
© 2009 Ehrenberg-Bass Institute for Marketing Science