We were commissioned by one of the largest consumer-based organizations in Canada. This membership-based organization needed critical segmentation information in order to better market their online services, product offerings and method of communications.

PMG utilized a combination of personal interviews, focus groups and online surveys to build a segmentation model for the client.

Six distinct segments arose from the research and for each of these segments we determined:

• Who They Are
• Their Relationship as a Member
• Website Usage
• Internet Habits
• Travel Patterns
• Personality

Not surprisingly, this type of segmentation drove recommendations in terms of what products to market to each group, what messaging was critical to retention within each segment, the media that would best be read by each group and much more.