Representative Sample of Different Decision Makers

A ‘micro-segment’ is a group of decision-makers who share a similar level of interest in a specific set of features. The uniqueness of a micro-segment is that when determining the alternative decision offer is to be bought, the decision-maker demonstrates a similar level of interest in a specific set of features. These features being the characteristics or properties of ‘what’ is bought, ‘where’ it is bought, ‘when’ it is bought and ‘how’ it is bought as appropriate for micro-segment.