Market Structure

Market Structure

Whether you’re looking to size and stratify your potential market, or identify and profile strategic segments, we are experts in developing market structure frameworks that bring real clarity and focus to your business.

Segmentation

What are the different types of consumers in the market – and how do we target them with tailored propositions?

Once you understand who is in your market – now and potentially in the future – it’s vital to understand how consumers within it differ from one another. This paves the way for tailoring brands, products, pricing and communications to specific groups, making the best use of limited marketing resources. Segmentation is the process of identifying distinct groups of people, each of which responds differently to variations in the marketing mix. Powerful segmentations are a blend of art, science and category understanding.  Bonamy Finch is a world leader, having conducted more than 900 segmentations in the last 10 years.

Market Tier Definition

What is the size and shape of our market today – and what is the potential in the future?

How well do you really know your market and your (potential) customers? Have you pieced together your market understanding from fragments of data from lots of different sources? If so, you may have serious gaps in your knowledge, and at best a fuzzy picture of who is in and out of your market, and who the core strategic target actually is. Our Market Tier Definition approach provides a great foundation for all of your marketing initiatives by identifying and valuing discrete market tiers, from the Core, to the Periphery and those who are ultimately Out of Market.

Market Sizing

What is the value of the market our brands are in?

This is perhaps the most fundamental question a business can ask – but the answer can prove elusive. Our approach to market sizing is to augment existing industry and business intelligence data sources with robust and representative primary research. Through in-depth analysis, we then triangulate results to produce market size and value estimates that help businesses to prioritise crucial investment decisions.

Case Studies

Market Sizing

Estimating the commercial impact of a legislation change in the UK payments
market

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Market Tier Definition

Using consumer understanding
to energise vehicle battery charger
proposition

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Segmentation

Helping a gardening
manufacturer re-tool with
segmentation

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