Market Segmentation

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Root Cause Management applied to Marketing

It has to be considered that any value proposition made to a person is recognized by the Conceptual Short-Term Memory (CSTM) that uses the concepts stored in the Long-Term Memory (LTM). Therefore, the marketing actions that are based on conceptual segmentation increase notoriously their effectiveness.

The unicist marketing technologies have been developed at The Unicist Research Institute to manage the root causes of buying processes. Unicist Conceptual Marketing is an approach based on the use of business objects and the unicist segmentation.

Buying decisions are driven by the concepts individuals have. That is why buying decision are driven by the instantaneous actions of the Conceptual Short-Term Memory that use the information stored as a concept in the long-term memory. The unicist approach to marketing includes:

Unicist Marketing Strategy: to define the short-term and long-term segmented strategies, both maximal strategies to grow and minimum strategies to sustain the customer base.

Unicist Root Causes of Buying Processes: to define the root drivers of buying processes including the conceptual and the functional and psychological drivers.

Maximal & Minimum Marketing Actions: to define the actions and their synchronicity that need to be developed in order to have a critical mass in buying decisions.

Unicist Conceptual Design Groups: to define the concepts that drive the actions of the different segments of the market and define the segmented proposals and actions to be developed.

Unicist Press Committee

NOTE: The Unicist Research Institute (TURI) has been, since 1976, the pioneer in the research of complexity where the roots of evolution and the structure of concepts were discovered. In the business world, TURI developed a Solution Bank based on the structures of concepts, which define the nature of business functions that allow managing the root causes of problems and the root drivers of solutions.


The Next Stage in Marketing: Unicist Customer Profiles

The unicist logical approach to marketing allowed developing a profiling technology that allows beginning with the hard characteristics of a segment, integrating the functional, psychological, conceptual and lifestyle segmentations to define the customer profile that allows dealing with a segment based on predictors and observable characteristics.

Unicist Market SegmentationThe Unicist Object Driven Marketing Technology for B2C requires the definition of the different segments that integrate a market. It has to be considered that each segment needs to be managed as an “independent” universe in terms or marketing, although it is interdependent with other segments.

This implies:

  1. Having the functional concepts that are defined by the operational attributes of the product/service.
  2. Having the psychological segmentation based on conceptual psychology that allows defining the relationship the buyer establishes with the product/service and the vendor.
  3. Having the essential attributes of the product/services that define the concept of the value proposition.
  4. Knowing the lifestyle, based on conceptual anthropology, that works as a limit for the value propositions.

Customer Profiles

The use of customer profiles begins with the approach to the segments that are natural buyers of a product/service and continuing the expansion based on the adjacency of segments.

This allows making an object driven approach based on the goodwill a value proposition includes and the proximity to the actual needs of the participants of a market.

Peter Belohlavek

NOTE: The Unicist Research Institute was the pioneer in using the unicist logical approach in complexity science research and became a private global decentralized leading research organization in the field of human adaptive systems. It has an academic arm and a business arm.


The Power of LinkedIn for B2B Marketing (Part 2)

The functionality of LinkedIn as a B2B marketing vehicle depends on the capacity the participants have to build an interest group. It can be very helpful for those who decide to use this vehicle to learn from the origins of the Rotary Club.

The Unicist Ontology of Interest Group Building If you haven’t read Part I of this report we, recommend accessing it at:

An interest group looks for building social influence for the use of the participants in order to build a strong “social capital”.

To do so, it is necessary to foster participation to provide a more influential place that allows sustaining this social capital. But these actions can only be functional if the authority conflicts among the members of the group are avoided.

Closed groups are weaker than open groups to be used as marketing vehicles. Closed groups establish an explicit influence among their members, which generates “antibodies” to marketing activities. The power of LinkedIn is given by the possibility of building open groups based on personal and institutional influence.

LinkedIn as an “institutionalized” vehicle establishes an implicit segmentation of its members. We have identified these segments, which are:

  1. The action driven segment
  2. The recognition driven segment
  3. The trust driven segment
  4. The optimism driven segment
  5. The subjectivist segment

The Unicist Ontology of LinkedIn for B2B MarketingA short description will help to give a guiding idea of these segments.

1) The action driven segment

This is the segment of those who participate in LinkedIn to generate added value in the environment. These are innovation driven people whose goal is to generate value without expecting a counterpart. They are not focused on being recognized by others. They are more interested in the deeds than in the opinion on the deeds. They use LinkedIn with a conceptual approach.

2) The recognition driven segment

This segment uses LinkedIn to influence the environment and to be recognized by others for having added value. They are individuals who look for security and also for “likes” of their work. They are diplomatic in the management of criticism of other members and always find a bridge to avoid conflicts. They use LinkedIn with a systemic approach.

3) The trust driven segment

This segment assumes an authoritative role in LinkedIn, which makes them worth of trust. As a result, the relationships they establish are based on mutual trust. They seek for discussing ideas to expand their own activities and the activities of other members. They follow strictly the rules of the environment and look for “likes” of their ideas. They use LinkedIn with an analytical approach.

4) The optimism driven segment

This segment believes in LinkedIn as a media that opens the world for them and for the community. LinkedIn is a vehicle of opportunities for them. They are permanently looking for news that opens new pathways for their activities. They believe in the information posted on LinkedIn. They use LinkedIn with an operational approach.

5) The subjectivist segment

This is the segment of the individualists that use LinkedIn to sell themselves. Individuals in this segment are over-adapted, which drives their dominant or oppositional roles, participating in order to demonstrate that they are right. They look for benefits from others and evaluate opinions with two different criteria: the opinion of others based on facts, and their own opinion based on intentions.

The Art of Marketing – The Unicist Object Driven Approach

The description of the nature of marketing allows organizing commercial processes including the roles that are necessary to achieve its purpose. The objective of this introduction is to establish the basics that need to be integrated in order to ensure the growth of businesses.

The Unicist Ontology of MarketingMarketing takes place in the mind of the potential buyer. Therefore, it is necessary to know how the buying process works before a marketing strategy can be defined.

The purpose of marketing is to provoke buying decisions. This implies that marketing, working as a complex adaptive system, can only be measured by results. What needs to be defined is what the market needs to buy. It might be a product or a service but it can also be the buying of an idea, a brand, an image or a person.

The first step to be achieved in marketing is the positioning of the value proposition as a first choice. Individuals always choose first choices when they buy. This is applicable to products, services or whatever is being sold. When the election of the first choice cannot be achieved by the buyer, individuals discard the inaccessible alternative and choose the next first choice they can buy within the rest of the alternatives.

This happens only if a critical mass of a proposal has been achieved. Without having the necessary critical mass there is no possibility that the proposal be considered as an alternative. Critical mass in business implies that a value proposition has the necessary aesthetics, influence and credibility in order to be bought.

Marketing actions save energy by catalyzing buying processes. This acceleration is possible when the value proposition satisfies needs, there is a strong influence in the market and the marketing actions have the necessary timing to follow the buying processes of the prospective customers.

The Art of MarketingMarketing results are achieved when these aspects – positioning as first choice, catalyzing buying processes and provoking buying decisions – are given. To make this happen marketing needs to integrate the scientific knowledge provided by behavioral sciences and the technological aspects provided by communication techniques.

Marketing needs to use the knowledge of the mind set of potential buyers in order to segment them according to the different approaches they have. This requires understanding the functional, psychological, conceptual and lifestyle segmentations in order to manage the segments as autonomous universes transforming them into manageable profiles.

The understanding of the communication techniques is basic to allow building the necessary commercial, semantic and semiotic objects to influence buying decisions. The quality of these objects is the core of a marketing process.

These objects need to be segmented unless the value proposition is focused on a unique segment. It has to be considered that a segment is not a part of a market but the market is the sum of segments. This implies treating each segment autonomously in order to have the necessary critical mass to provoke buying decisions.

About Ambiguous, Figurative and Subliminal Communication

The communication techniques are the core of a marketing strategy. It has to be considered that it is necessary to integrate ambiguous communication, figurative communication and subliminal communication to make buying processes happen. This is an art that needs to be managed.

TThe Art of Communication Ambiguous communication is what allows customers to participate in the decision process. It is a communication that opens alternative options and fosters the freewill of the customer. This type of communication is evident in successful advertising.

On the other hand, the use of figurative communication is needed to achieve true consensus on what is being proposed. It allows achieving the first choice position. The use of figurative communication allows buyers to “buy the concept” of what is being proposed, which makes them rely on the value proposition.

Lastly, subliminal communication is needed to catalyze the buying process. Explicit catalysts are unbearable for the customers. To develop subliminal communication there are several conditions that must be given:

  1. The positioning of the value proposition has to be true.
  2. The entity that proposes this value proposition has to have an authoritative role.
  3. This type of communication has to foster the use of the potential buyer’s freewill.


The art of marketing is what sustains the unicist object driven marketing and makes it fully reliable.

This art requires integrating behavioral sciences with communication technologies, which means that those that manage this process need to become aware of behavioral sciences driven segmentation and the use of ambiguous and figurative languages in order to design messages that need to include the necessary subliminal stimuli to build marketing catalysts.

The use of LinkedIn as a B2B vehicle requires knowing the customer profiles and which segments of LinkedIn participants allow establishing a value adding relationship. Using LinkedIn as a B2B vehicle requires using an institutionalized stable approach. The core of the success is the adequate integration of ambiguous, figurative and subliminal messages. The segment of subjectivists is dysfunctional for establishing any type of stable relationship.

Peter Belohlavek

NOTE: The Unicist Research Institute was the pioneer in using the unicist logical approach in complexity science research and became a private global decentralized leading research organization in the field of human adaptive systems. It has an academic arm and a business arm.


B2B Unicist Object Driven Marketing: The Use of Company Profiles

The unicist logical approach to B2B marketing is based on segmenting the companies while, within such companies, the B2C segmentation is used to segment the individual participants in a commercial process.

B2B Customer ProfilesThe B2B marketing process has been specially designed for supply driven markets, although it is fully applicable to demand driven markets considering that in this case it is necessary to sustain significant product/service differentiations.

The use of B2B marketing implies:

  1. Knowing the actual functional needs of a specific client considering the characteristics of the industry and its conjuncture.
  2. Having evaluated the maturity of the business processes and confirmed its compatibility with the value proposition.
  3. Having identified the type of relationships the potential customer establishes with its providers.
  4. Having confirmed that the essential attributes of the value propositions are a real catalyst for the business processes of the prospect.
  5. Having identified the business positioning of the prospect and confirmed that it is compatible with the positioning of the provider.

B2B Customer Profiles

Supply driven markets are based on innovations that are not driven by urgencies.

Therefore an adequate profiling of the prospects is basic in order to know if it is meaningful to invest in a marketing process to make a specific business.

Supply driven markets require a high level of reliability and the need of having the necessary critical mass to influence a company.

The critical mass is given by the aesthetics of the solution, the influence of the provider and the credibility that allows having the necessary level of reliability.

The benefit of using B2B Customer Profiles and Object Driven Marketing is that it allows beginning with a “cheap” promotional process to define possible leads and invest when the prospects fit into the necessary Company Profile to become buyers.

Peter Belohlavek

NOTE: The Unicist Research Institute was the pioneer in using the unicist logical approach in complexity science research and became a private global decentralized leading research organization in the field of human adaptive systems. It has an academic arm and a business arm.


The 10-Year Future Scenario of Object Driven Marketing

The future scenario for Object Driven Marketing was developed by the Future Research Lab of The Unicist Research Institute, led by Peter Belohlavek, to provide information on the next step in marketing in the XXI Century. The following synthesis of the results of the research shows what is already happening in the market and how these actions will evolve due to the use of the technologies that are now available. Object Driven Marketing implies transforming the activity of marketing managers from a technical analytical role to an architectural role.

To access the basics on Unicist Future Research please enter:


Commercial objects are homologous to the autopilot of an airplane. They are automated adaptive units to influence the marketing having a scope within which they are functional. When the scope is exceeded it is necessary that the managers assume the responsibility to influence the market with other means.

Adaptive Architecture of Marketing

The reach of one’s globalization is defined
by the limit of the pronoun “WE”…

Merchandising, packaging and promotion can be considered as some of the predecessors of commercial objects. Object driven marketing is just the materialization of traditional marketing mix in a structured adaptive commercial process.

But this process requires being able to emulate in mind the structure of the different segments that are addressed in a commercial process. This requires the use of models that make this possible in a reasonable, understandable and provable way.

Unfortunately, the proof can only be confirmed when the market has been approached. That is why object driven marketing requires a full credibility in what is being done.

Object driven marketing integrates commercial driving objects to influence buying decisions, entropy inhibitors to avoid losing clients, catalysts to influence the commercial process and gravitational object to sustain the value propositions. Inhibiting objects are used to avoid dysfunctional commercial activities.

The drivers towards object driven marketing are:

  1. The customer relationship management systems
  2. Supply driven or highly competitive markets
  3. Global marketing
  4. The market orientation of companies

The new technologies that make object driven marketing possible are:

  1. Adaptive IT solutions
  2. Internet
  3. Consumer behavior segmentation
  4. Corporate behavior segmentation
  5. Commercial Objects
  6. Semantic and Semiotic objects
  7. Unicist Ontology of Ambiguous Language
  8. Adaptive automation

What will have happened during the next 10 years?

  1. The effectiveness of marketing campaigns will have been notoriously increased
  2. Global marketing will have become fully objects driven
  3. CRM will have become adaptive
  4. Diving objects will be regularly used
  5. Catalysts will be used by the market segments leaders
  6. The relative commercial cost will have been significantly reduced
  7. The role of marketing managers will be focused on marketing architecture
  8. The expansion of markets beyond the boundaries of an existing business will have been simplified.

“Adaptiveness is the name of the new Era”


The Role of the Architect

Architects can only design and monitor the construction of something that is being built if they have the functional model in their minds. Architecture begins being a mind model and ends integrated in a deed.

The role of the architect includes necessarily the integration of both the science and the technology that architects need to manage.

Art is what makes the integration of science and technology possible. In this sense, architects need to integrate both science and technology considering that the scientific knowledge they manage is essentially objective and the technologies are driven by the values of those who developed them.

Architecture requires a high level of knowledge in order to integrate the objective value, the subjective value and the environment in a unified field. It has to be considered that the etymology of architects implies “director of works”.

Architects need to build a functional model that represents the object that will be constructed.

This functional model requires having apprehended the ontological functionality of reality, having developed a strategy that includes both maximal strategies, to expand the functionality of the object that has been built based on the knowledge of its unified field, and minimum strategies, to ensure the functionality of the model.

Object Driven Marketing:

Comercial Objects

Unicist commercial objects are adaptive systems that have been developed to install ideas in the mind of the potential customers. These ideas need to follow the steps of object driven marketing

Object Driven MarketingThe goal of commercial objects is to manage commercial processes of supply driven markets.

This implies that they have been designed to sustain the marketing process of products and services that are being proposed and not just respond to the demand of a market.

They deal with all the markets where there is a differentiation of the value proposition. Commercial objects work as an autopilot; under normal conditions they manage the process of helping customers in their buying processes.

By definition they are extremely segmented, which means they consider each segment as a different universe in order to have the capacity to exert influence on them.

About the Unicist Commercial Objects

The purpose of a commercial object is to install “hope” in the mind of the potential customer. This hope is related to finding the solution for a latent need s/he has that is arising driven by the commercial proposition that is being made.

Commercial ObjectsBut commercial objects actually begin to work as such when they awaken the interest in the value proposition that satisfies the latent needs. This implies that the commercial objects have been designed based on a true knowledge of the segment that is being approached, its needs and beliefs.

In supply driven markets the knowledge of what the segments believe is basic because people need to believe in order to see a previously inexistent solution.

While demand driven markets are based on “seeing to believe”, supply driven markets are organized for people who accept that they need to “believe to see”.

The materialization of the value propositions has to happen within the accepted myths of a culture in order to be accepted.

The development of commercial objects needs to include an adequate use of semantic objects and semiotic signs to install the necessary ideas in the mind of the segments that allow them to perceive the solution that is being proposed.

The purpose to be achieved by the commercial objects is to “install hope” that a new solution will satisfy a latent need for the potential buyers. For this purpose it is necessary that the segment discovers that the solution proposed allows them to overcome adverse conditions in some environment.

The Functionality of Unicist Commercial Objects

Commercial ObjectsThere are four types of commercial objects that establish the steps that need to be followed for their use in the object driven marketing process.

1)   Step 1: Empathy building objects

2)   Step 2: Brand power objects

3)   Step 3: Value adding objects

4)   Step 4: Value generation objects

Step 1: Empathy Building Object

The first step is the use of objects that provide solutions to the latent needs of the potential customers.

These objects need to be aesthetic so people feel the need to have them.

The “what for” of the value proposition is the core of the empathy building object.

Their functionality has been achieved when the potential customers have transformed their latent needs into an analogy that arise their interest.

Step 2: Brand Power Objects

Once a potential interest has been achieved, it becomes necessary to confirm the reliability of the proposal. This requires confirming the added value that is included in the value proposal sustaining it with the corresponding attributes deposited on the brand.

The functionality of brand power objects has been achieved when the potential customers feel the desire to “own” the value proposition.

Step 3) Value Adding Objects

Value adding objects deliver the value that is included in a proposal that covers a latent need. As such, it is necessarily an innovation for the potential customer. Value adding objects have been designed to manage the authority conflicts produced by the innovations. They use conflict management semantic objects and are based on a mind opening figurative communication and on objective information.

Their functionality has been achieved when the potential customer has bought the idea of the value added by the innovation included in the value proposition.

Step 4) Value Generation Objects

Value generation objects integrate complementation building semantic objects and value adding semiotic signs. They need to be based on a homology driven figurative communication and include a message that opens and expands the possibilities of the individual.

Their functionality has been achieved when the potential customers discover that the complementation reinforces their own value and they remain in power of their activity.

Commercial Objects Building

R&D Market Labs build and/or use commercial objects in order to drive, catalyze or inhibit the entropy of specific aspects of the business processes. A commercial object is an encapsulated adaptive process that has been designed to generate value within a commercial process. It has a feedback and quality assurance mechanism to make it fully reliable. It is used within commercial processes to save energy, minimize conflicts, maximize influence and as a basic auto-pilot to manage the feedback from the market.

Basically, the commercial object driven processes use:

  1. Driving Objects
  2. Semantic Objects
  3. Semiotic Objects
  4. Entropy Inhibiting Objects
  5. Catalyzing Objects

1) Driving objects that deal with the operational aspects of buying processes.

They centrally define the functionality of a product or service. The products or services can be included or not in these objects.

Semantic ObjectsThey are the objects that provide the “proof” of the functional value of what is being proposed. In the marketing process they are integrated with semantic objects and with semiotic objects in order to increase the influence on the potential client.

2) Semantic objects that deal with the communicative aspects of a buying process.

They are integrated by different objects that allow managing the communication following a plan A, when the complementation is natural, a plan B, when it is necessary to exert more influence on the mind of the buyer, and a plan C, when a high level of innovation is implicit in the buying decision.

The goal of these objects is to install the idea of the concept of the value proposition in the mind of the potential customer.

Semiotic Objects3) Semiotic objects that deal with the guidance of the potential customer during the buying process.

They guide customers towards a buying decision and also manage the denotation of what is being proposed with the connotation that is “between the lines” of the value proposition.

The guidance is based on the effectiveness of the communication provided by the semantic objects and begins with the identification of what the value proposition is about and ends with the building of product synergy guiding towards the concept that sustains it.

4) Entropy inhibiting objects that are behind the buying processes. They sustain the stability of the relationship with customers and clients.

Their main goal is to ensure the satisfaction of the value promises and the needs of the customers. They focus on the functional relationship with customers and clients monitoring this process in order to ensure its stability.

They imply institutional actions to build a common functional space. They use virtual tools like networks, forums and similar ways to integrate participants based on a functional greater good.

5) Catalyzing objects that accelerate buying processes. They are based on the influential power of elements that expand the possibilities of the potential buyers.

Catalysts cannot be part of the marketing process; they need to be beyond it, they are part of the context of the business. They have to be preinstalled in the business context in order to be used without generating resistance in the environment.

They are not credible when they are built for a certain commercial purpose. They are perceived as a manipulation.

They need to have a “perfect” timing with the needs of the client. They need to have an extreme aesthetics and credibility in order to be able to influence the context of the business.

Adaptiveness Requires Segmentation

Developing adaptive marketing approaches demands developing segmentations that allow influencing the market considering the functional aspects, the relationship (psychological) aspects, the conceptual aspects that define the attitude of the segment and the lifestyle aspects that define their final intentions.

B2C Segmentation

Market SegmentationFunctional segmentation

Functionality is defined as the capacity of something to fill an individual’s need.

Functionality is homologous to aesthetics. When talking about functionality we refer to the perceived functionality which defines what we call the hard segmentation.

Psychological segmentation

It is the segmentation that defines the type of relation an individual has with a product/service. An individual adapts to reality within limits. Psychology established the limits of an individual’s context.

Conceptual segmentation

The conceptual market segmentation describes the nature of a product as perceived by the market. Conceptual market segmentation describes the concept that is implicit in a product or service.

These three segmentations need to work within the context of the corresponding lifestyle segmentation.

B2B Segmentation

The monitoring process considers 3 levels of structural segmentations and the context:

Level 1)

  • Competitive positioning
  • Conceptual Product/Service segmentation
  • Link building segmentation

Level 2)

  • Customer’s positioning segmentation
  • Brand attributes segmentation
  • Customer’s culture segmentation

Level 3)

  • Functional Segmentation
  • Relationship Segmentation
  • Conceptual Segmentation

The Context

The type of market is considered as a context for the business. This implies that it is an input to evaluate.


Object driven marketing is the consequence of the maturity of commercial processes. It allows using adaptive automation to deal with different segments in global and local markets based on the adaptiveness included in the objects that are being used.

This approach is necessary for supply driven markets, innovations, market expansion and extreme competition. Object driven marketing implies the use of segmentation models that allow dealing with the functional needs, the attitudes and the intentions of the buyers.

Object driven marketing is an architectural approach to improve the utility, aesthetics and solidity of the commercial processes.

If you want to access more information about this study please contact

Unicist Press Committee

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.


Sell more, using the unicist universal market segmentation

The universal market segmentation describes the basic attitudes that drive individuals when they are buying. If you are able to approach each individual based on her/his basic attitude all what you are proposing will become credible.

Universal Market SegmentationThe attitude of individuals defines the first reaction of a person when a proposal is made. These segments are valid for any process where an individual is buying a product, service or idea.

This defines cross-cultural segments which behave within the structure of the myths, taboos and utopias of each culture. That is why it is necessary to design globally but operate locally.

Such cross-cultural segments are:


The independent seeks concrete personal benefits or utopias. He exercises pressure to accommodate realities to obtain benefits. When independent individuals are expansive, they seek benefits; when they try to avoid contraction, they foster utopias.


Conservative individuals try to adapt to their external reality by choosing one of the two ways they consider feasible:

  1. Following the rules of a culture (when they are expanding)
  2. Approaching reality rationally (when they try to avoid contraction)


Dominant individuals establish the rules of the environment. They build the necessary micro-cultures to be in a leading position. They are representatives of the culture (when they are expanding), or foster the evolution of their environment (when they try to avoid contraction).


Influent individuals base their influence on their innovation capacity. Their creativity and idealism drives them towards two different ways to exert influence:

  1. Propose innovations based on ideas (when they are expanding)
  2. Propose innovations based on creations (when they try to avoid contraction)


Take your time to grasp this segmentation because it is extremely functional. You have to consider that we all belong to one of these segments and are believable when talking with equals. Therefore it is necessary to be aware of the segments we belong to in order to avoid projecting ones attitudes on others.

Unicist Press Committee

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.


Think Green: Save Energy using Object Driven Marketing

The Unicist Standard is based on the use of objects to guide the marketing processes. This saves an enormous amount of energy.

The Object Driven Marketing technologies allow reducing the costs of marketing based on the design of the objects that participate in the process.

Thinking Green implies making things simple. It requires beginning to market with those who buy and then, like peeling an onion, access the adjacent segments until the full reach of the products possibilities has been achieved.

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Diego Belohlavek
Expert System Manager

NOTE: The Unicist Research Institute is the major research organization in the world in its specialty based on more than 3,000 researches in complexity science applied to individual, institutional and social evolution.

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Unicist Microsegmentation: Alliances with Corporations

The Unicist Microsegmentation allows the development of market growth based on expanding the boundaries of markets by accessing new niches. To define a new niche it is necessary to access the depth of its behavior. The model works with 4,096 potential microsegments.

Unicist ontological market segmentation is the integration of the drivers that influence buyers or consumers when deciding what to buy, or what to do.

Access the discovery of the Unicist Ontology of Functional Segmentation at:

The unicist market segmentation is an ontological meta-model that allows the understanding of functionality in market strategies. It fosters the use of global strategies but local applications through the understanding of the nature of a market or culture.

The unicist market segmentation includes:

1) Conceptual Segmentation

2) Functional Segmentation

3) Psychological Segmentation

4) Lifestyle Segmentation

The integration of these four segmentations defines the unicist ontological market segmentation. It permits the development of accurate market segmentations that ensure marketing results.

The Unicist Microsegmentation is necessary to enter niches that are beyond the existing markets.

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Martin Alvaro
Marketing Manager

NOTE: The Unicist Research Institute is the major research organization in the world in its specialty based on more than 3,000 researches in complexity science applied to individual, institutional and social evolution.

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Unicist Market Labs: Partnering with Family Businesses

We have launched the Family Business Partnering Program with several companies while the alliances with the Family Business Associations are being implemented.

The objective in all the cases in the development of growth programs is to produce more than 100% growth in these companies.

Free access to the Unicist Ontology of Family Businesses at:

As it is self-evident this implies that we only work in markets we know. The Unicist Microsegmentation Model and the Unicist Object Driven Organization are used to “build” the growth of these companies.

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Martin Alvaro
Marketing Manager

NOTE: The Unicist Research Institute is the major research organization in the world in its specialty based on more than 3,000 researches in complexity science applied to individual, institutional and social evolution.

Unicist Strategy

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Unicist Microsegmentation for maximal strategies and growth

The Unicist Standard for market segmentation allows defining the segments of a market and developing a microsegmentation to expand the boundaries of markets.

It has to be considered that a microsegment defines the characteristics of a market-niche. Maximal strategies imply going beyond the boundaries of the existing markets.

The secure way to expand the boundaries is accessing new niches. This produces the extension of the markets if the niches are contagious.

The unicist segmentation defines that there are 4.096 possible structural microsegments, but most of these segments are hypothetical.

The core of a Market Lab is finding the microsegments that are based on real latent needs and can be influenced considering the possibilities of the brand, the product, the technology and the marketing mix.

Unicist Market Labs have been designed to produce the expansion of the boundaries of markets. Therefore they achieve their goals when the pilot markets demonstrate that the achieved growth is structural and “contagious”. The unicist microsegmentation  makes this possible.

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Peter Belohlavek

NOTE: The Unicist Research Institute is the major research organization in the world in its specialty based on more than 3,000 researches in complexity science applied to individual, institutional and social evolution.

Unicist Strategy

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