Unicist Conceptual B2C Market Segmentation
to Increase Marketing Effectiveness and Sales
The discovery that the concepts people have in their long-term memory drive their actions and that the conceptual short-term memory triggers perception, drove marketing to a superior level.
The unicist conceptual segmentation is based on this discovery and the discoveries of the functionality of human intelligence. It was developed to segment considering the use value, the functional value, the symbolic value, the linking value and the social value. This segmentation allows defining profiles that manage the root causes of buying processes.
As part of our partnering policy, the unicist technologies are licensed under a Creative Commons Attribution 4.0 International License.
Our Value Proposition
We suggest adopting the unicist conceptual segmentation because it emulates the intelligence applied to buying decisions. It allows increasing notoriously the accuracy of marketing and selling processes.
It is recommended to start by testing it in a niche, segment, new channel, new product or new service. It is the segmentation that increases significantly marketing effectiveness.
The Unicist Segmentation Model
This segmentation model includes:
- The hard segmentation based on the operational functionality of a product or service
- The functional segmentation that is driven by the aesthetics of products and services
- The psychological segmentation that defines the type of relationships that are established between users and products / services
- The conceptual segmentation that establishes the functionality that is being bought by customers
- The lifestyle segmentation that establishes the social drivers of the buying decisions
The integration of these segmentations defines the different customer profiles. The use of expert systems simplifies the building of customer profiles and their maintenance.
What became Possible
Unicist Conceptual Segmentation emulates the functionality of the structure of the concepts potential buyers have in their minds.
- It manages the root causes of buying decisions
- It manages the use value of products and services
- It allows establishing the global structure of the segments of a business
- It allows establishing the local adaptation according to the culture
- It allows monitoring the evolution of the segments according to the actions of competitors
Expert System to Build B2C Profiles
The unicist expert system, sustained by Unicist AI, allows defining and managing customer profiles to expand markets.
These profiles allow developing segmented actions to maximize the influence in the market and fosters the word of mouth expansion.
This expert system includes the definition of the structural catalysts that influence each profile.
The Benefits
The use of this segmentation increases +20% the market effectiveness compared with the use of segmentation models available in the market. This segmentation allows:
- The integration of an Add-on to provide customer profiles in the CRM
- Expanding markets and entering adjacent segments
- Understanding the root-causes of buying decisions
- The definition of customer profiles that allow deal with the buying decision process.
- The definition of buying and selling arguments
- Product and service design
- Packaging design
- Designing and building marketing objects
- Defining conceptual clusters and using unicist AI to minimize the subjective bias when using artificial intelligence to manage big data
The Application Fields
This segmentation is needed to increase the influence on potential buyers. You can test this model applying it to a new segment, product / service or channel in your business.
- To manage supply driven markets
- To manage highly competitive markets
- To introduce innovations
- In non-commodity markets where the differentiation influences buying decisions
- To introduce counter-cycles in markets
The Unicist Research Institute
The Unicist Research Institute (TURI) is a world leader in its segment. Since 1976, it has been specialized in complexity sciences applied to the research on the roots of evolution and its application to social, institutional, business and individual evolution. TURI has a business arm, an academic arm and a social arm. www.unicist.org
