Market Segmentation Based on Cohorts: a qualitative approach

ABSTRACT

This paper analyzes market segmentation by cohorts. Cohorts are groups of people who lived through similar times in their youth, shaping their behavior and values. Market segmentation, in turn, has grown in importance to competitiveness as the market grows. Market segmentation by cohorts, then, emerged as a solution to increase the effectiveness of marketing actions. The literature shows a growing emphasis on the subject at both national and international studies, particularly since the 2000s. This article, through interviews with researchers and practitioners and subsequent content analysis sought to systematize their views in order to determine the importance and potential applications of this type of segmentation. Among the contributions of the study are: a conceptual map of the fundamental concepts mentioned and a list of instances in which differences between cohorts are shown. The main conclusions are that the topic is still nascent in marketing, as even among the group of researchers still doubt among the professionals and market segmentation by cohorts confused with pure demographic segmentation. There is still the need to develop valid and uniform procedures. Moreover, the consensus was that among the contributions of this technique are: a) an analysis of demographic segmentation, potentially static, b) know future changes in public taste and c) it is possible to calibrate the dichotomy between the search new customers from existing customers.

Key words:
Market segmentation; Cohorts; Generations; Marketing