What is market segmentation?

The best market segmentations make a big cultural impact within a company. Here's a standout example of how to make that happen

Music Fan Map


Client : Warner Music Group

Project : Global FECI market segmentation and music consumer Fan Map

Project design : Jason Brownlee, Colourtext

Fieldwork partner : Kantar Profiles


If you ask Google, “What is market segmentation?” you’ll quickly find a lot of useful technical content about niche market targeting and data clustering methodologies.

That’s great if you have a deep interest in segmentation theory but a lot of people don’t and just need practical examples to follow. This is why another popular Google search term happens to be “market segmentation examples.”

With this need in mind we’d like to share with you a standout market segmentation example. Colourtext has developed segmentation models for a lot of great companies, but one of our favourites is the Music Fan Map segmentation we built for Warner Music Group.

WMG has created an incredible animated explainer video to announce the launch of the Fan Map project to everyone within the business. The video begins with a really clear, real-world example of what market segmentation is and why a business like WMG needs it.

One insight that we took away from the Fan Map project is that the best market segmentations make a big cultural impact within a company. They do this by creating a unifying lens through which the whole organisation can look at and understand the world.

This powerful idea was given authentic expression in the Fan Map video. All of the narrative parts you’ll hear are voiced by the VPs within each of the company’s main global offices, which demonstrates great buy-in at the top of the company.

If you'd like to discuss what a Fan Map segmentation might look like for your market drop us an email and we'll get right back to you.

Mark Uttley
Group Strategy Director, AKQA, San Francisco, US

"Colourtext always take a fresh approach to discovering hidden patterns in data. Whether you want to conduct segmentation or mine your CRM for deep insights, they will help you see your customers , and what they are seeing , in new ways."

Joaquim Bretcha
International Director of Netquest and President of ESOMAR, Barcelona, Catalonia, Spain

"Colourtext and Netquest have partnered on different occasions to showcase the power of the digital behavioural data extracted from Netquest’s consumer panel. Colourtext has not only the expertise of dealing with big datasets but also has brilliant creativity to make the most sense out of them. Working with Colourtext is a rich, agreeable and easy going experience"

Mark Barber MBE
Planning Director, RadioCentre, London, UK

"More than a decade of success for Radiog auge across the world is a testament to Colourtext’s experience and perseverance. There are many obstacles to creating a global currency for measuring radio advertising effectiveness - Colourtext has managed to tackle all of them."

"It’s rare to find research companies that really understand the unique radio / listener relationship and what makes radio advertising work. With experience of researching the medium on both sides of the fence, Colourtext is one of those rare companies."

Simone Lawrence
Director of Insights, Canadian Broadcast Sales, Toronto, Canada

Colourtext has an agile approach to research that ensures a successful outcome to every challenge CBS gives them. The depth of experience and understanding the Colourtext team brings to each study demonstrates their value in the audio space. We have a very positive nine year working relationship behind us that has created significant value for CBS and our clients. We remain committed to working with Colourtext in the coming years.

Jon Puleston
Vice President of Innovation, Kantar Profiles, London, UK

It's rare to find a partner with the mix of analytical, technological and creative skills offered by Colourtext. Jason and his team seem to roam around freely in data, find the stories that matter and bring a distinctive aesthetic vision to the presentation of information.