In this comprehensive white paper, Professor Malcolm McDonald presents a clear, actionable process for executing market segmentation and market mapping. Drawing on over 35 years of research, consulting, and commercial leadership, this is the definitive guide to one of the most critical — and misunderstood — aspects of marketing strategy.
Unlike academic treatments that stop at theory, this paper provides a hands-on methodology used across industries worldwide, showing how to map decision journeys, define micro-segments, and transform them into needs-based clusters that drive shareholder value.
Key Themes
- Market Mapping: Identify every junction of influence across the buying journey — not just the end purchaser
- Micro-Segment Analysis: Break the market into behavioural combinations of who buys, why, how, and when
- Needs Clustering: Group micro-segments based on shared motivations using statistical or manual methods
- Segment Evaluation: Assess each segment for size, accessibility, and strategic fit
- Business Transformation: Use findings to reshape product offers, communications and go-to-market models
Highlights & Case Examples
- ICI Fertilisers: Turned a loss-making division profitable by segmenting farmers by needs — not price sensitivity
- Medical Equipment & Pharma: Showcases decision-making maps where influencers (e.g. technicians, administrators) hold the real power
- Academic integration: Synthesises work from Wendell Smith, Wind, Yankelovich, Rigby, and Christensen
Quotes
“Anyone who says ‘we segment markets by…’ is missing the point. You don’t impose segmentation — you uncover it.”
“Correct market definition and needs-based segmentation are the keys to long-term commercial success.”
Who Should Read This
- Strategic marketers and insight teams
- Business unit leaders evaluating customer portfolio structure
- Academics and students seeking applied marketing frameworks
Download the Full White Paper
This summary outlines the core approach — the full PDF includes visuals, pharma and industrial examples, micro-segment mapping steps, and the segmentation evaluation checklist.