Market segmentation has long been a fundamental strategy for businesses seeking to understand consumers better. However, many segmentations fail to deliver on this promise because they are not actionable enough. 

In certain categories, segmenting by the type of consumer isn’t sufficient. We also need to understand the context that influences their behaviour in the buying situation.

Demand Spaces give you a blueprint for understanding how consumers in your category make decisions. Done well, they allow businesses to find unmet needs and create new sources of revenue.