Segmentation is the core of successful marketing actions

Unicist Object Driven Marketing is based on a segmentation that allows, on the one hand, an accurate definition of the “what”, “what for”, “why” and “how” a segment buys, and on the other hand, the transformation of this abstract knowledge into objects to influence the clients and expand the markets.

Unicist Market SegmentationSegments necessarily preexist to segmentation. They cannot be invented, they have to be discovered. The unicist approach to segmentation includes all the levels of processes that happen in the consumer’s mind when making a purchasing decision.

Unicist Object Driven Marketing is the most effective way for marketing because it follows the nature of the consumer’s mind and uses the most powerful technological tools to communicate.

When dealing with human behavior, fundamentals lay the grounding of human attitudes but the environmental and materialistic needs define the drivers of what people desire, want, need and buy.

Unicist ontology considers that the ontology of a functional reality is unique and cross-cultural but its operation varies according to the culture.

That is the reason why “Design globally, operate locally” gains a strong meaning. In this sense, the cross-cultural concepts are called invariables, while the operational shape such invariables take, varies from culture to culture.

Unicist Market Mix is an approach to influence the markets, its segments and individuals in the most profitable way: approaching their nature.

Understanding cultures, segments and products makes the unicist marketing mix approach possible. The unicist marketing mix establishes the successive and simultaneous actions to influence the consumer’s or user’s purchasing decision.

Diana Belohlavek

NOTE: The Unicist Research Institute was the pioneer in complexity science research and became a private global decentralized leading research organization in the field of human adaptive systems.