Besides the regular chapters about installation characteristics and turnover and order books, the European Electrical Installation Monitor discusses a specific theme every quarter. The theme of the European Electrical Installation Monitor Q2 2018 report is ‘Segmentation’.
In order to better understand (potential) customers so that an appropriate approach can be set up (in terms of marketing and communication), it is important to have insights into different types (segments) of installers and their behaviour/attitudes. A segmentation analysis is one way to get better insights into this.
The following topics will be discussed in this report:
- A description of the segments of installers we found and how we found them (methodology).
- Insights into the division of the segments per country and the actual sizes of the segments in a country.
- The actual and relevant answers to the questions we used in order to create the segments.
In this report an overview will be given of the most important findings regarding the segmentation analysis in general and per country. After that the topic will be elaborated in more detail.