This is part two of episode #117 which was on niching. 

It outlines what's involved to segment the market, and why it is essential to do before targeting. 

Segmentation is challenging to do for small businesses that lack the time and resources of large organisations. Perhaps this explains why the topic isn’t much discussed in the small business sector despite being a cornerstone to marketing. This episode covers:

• How to segment the market by reference to customers' different wants and needs 
• How I am researching and segmenting the branding industry
• Using qualitative research to decide the criteria by which to segment the market
• Following up qualitative research with desk research
• Interviewing potential target customers before finalising choice of target market

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