Customer Segmentation Analysis: Definition & Methods

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Experience</span> </a> <ul class="qnav-level-3" data-level="3"> <li > <a class="qnav-menu-card" href="/customer-experience/surveys/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="" alt=""> </div> <span>Voice of Customer</span> </a> </li> <li > <a class="qnav-menu-card" href="/customer-experience/omnichannel/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="" alt=""> </div> <span>Omnichannel Experience Management</span> </a> </li> <li > <a class="qnav-menu-card" href="/customer-experience/digital-analytics/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="" alt=""> </div> <span>Digital Experience Analytics</span> </a> </li> <li > <a class="qnav-menu-card" href="/customer-experience/website-app-feedback/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="" alt=""> </div> <span>Website & App Feedback</span> </a> </li> <li > <a class="qnav-menu-card" href="/customer-experience/locations/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="" alt=""> </div> <span>Location Experience Hub</span> </a> </li> <li > <a class="qnav-menu-card" href="/customer-experience/online-reputation-management/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="" alt=""> </div> <span>Online Reputation Management</span> </a> </li> <li > <a class="qnav-menu-card" href="/customer-experience/contact-center-analytics/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="" alt=""> </div> <span>Contact Center Analytics</span> </a> </li> <li > <a class="qnav-menu-card" href="/customer-experience/quality-management/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="" alt=""> </div> <span>Quality Management & Compliance</span> </a> </li> <li > <a class="qnav-menu-card" href="/customer-experience/agent-coaching/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="" alt=""> </div> <span>Agent Coaching</span> </a> </li> <li > <a class="qnav-menu-card" href="/edge/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="" alt=""> </div> <span>Edge Instant Insights</span> </a> </li> </ul> </li> <li class="qnav-list-level-2"> <a class="qnav-list-title-level-2 qnav-menu-link-level-2" href="/employee-experience/"> <small>XM for</small> <span class="qnav-menu-link-level-2-title">Employee Experience</span> </a> <ul class="qnav-level-3" data-level="3"> <li > <a class="qnav-menu-card" href="/employee-experience/employee-engagement/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="" alt=""> </div> <span>Employee Engagement</span> </a> </li> <li > <a class="qnav-menu-card" href="/employee-experience/pulse-surveys/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="" alt=""> </div> <span>Employee Pulse</span> </a> </li> <li > <a class="qnav-menu-card" href="/employee-experience/research/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="" alt=""> </div> <span>Employee Research</span> </a> </li> <li > <a class="qnav-menu-card" href="/employee-experience/candidate-experience/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="" alt=""> </div> <span>Candidate Experience Management</span> </a> </li> <li > <a class="qnav-menu-card" href="/employee-experience/onboarding-exit/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="" alt=""> </div> <span>Employee Onboarding & Exit</span> </a> </li> <li > <a class="qnav-menu-card" href="/employee-experience/360-degree-feedback/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="" alt=""> </div> <span>360 Development Feedback</span> </a> </li> <li > <a class="qnav-menu-card" href="/employee-experience/employee-retention/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="" alt=""> </div> <span>Employee Retention Analytics</span> </a> </li> <li > <a class="qnav-menu-card" href="/employee-experience/employee-listening/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="" alt=""> </div> <span>Continuous Employee Listening</span> </a> </li> </ul> </li> <li class="qnav-list-level-2"> <a class="qnav-list-title-level-2 qnav-menu-link-level-2" href="/strategy/"> <small>XM for</small> <span class="qnav-menu-link-level-2-title">Strategy & Research</span> </a> <ul class="qnav-level-3" data-level="3"> <li > <a class="qnav-menu-card" href="/strategy/research/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="" alt=""> </div> <span>Strategic Market Research</span> </a> </li> <li > <a class="qnav-menu-card" href="/strategy/product-research/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="" alt=""> </div> <span>Product Research</span> </a> </li> <li > <a class="qnav-menu-card" href="/strategy/brand-research/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="" alt=""> </div> <span>Brand and Communication Research</span> </a> </li> <li > <a class="qnav-menu-card" href="/strategy/ux/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="" alt=""> </div> <span>User Experience Research</span> </a> </li> <li > <a class="qnav-menu-card" href="/edge/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="" alt=""> </div> <span>Edge Audiences</span> </a> </li> </ul> </li> <li class="qnav-menu-footer"> <a class="qnav-link-start" href="/platform/"> XM Platform </a> <p class="qnav-display-none qnav-display-xl-block qnav-description qnav-text-white"> Explore the platform powering Experience Management </p> <div class="qnav-display-flex qnav-items-center qnav-h-full qnav-ms-auto"> <a class="qnav-link-end qnav-text-white" href="/free-account/?utm_lp=nav-sticky-banner">Free Account</a> <div class="qnav-divider"></div> <a class="qnav-link-end qnav-text-white" href="/watch-demo/?utm_lp=nav-sticky-banner">Product Demos</a> </div> </li> </ul> </li> <li data-qnav-id=6> <details class="qnav-menu-button" data-qnav-id=6 data-gacontainer="Header" data-sub="Solutions" > <summary class="qnav-card qnav-tab-level-1 qnav-underline-level-1">Solutions</summary> </details> <ul class="qnav-level-2" data-qnav-id=6 data-level="2"> <li class="qnav-display-xl-none"> <button class="qnav-back-button" type="button" data-parent-id="qnav-6">Back</button> </li> <li class="qnav-list-level-2"> <a class="qnav-list-title-level-2 qnav-menu-link-level-2" href="/team/"> <span class="qnav-menu-link-level-2-title">Teams</span> </a> <ul class="qnav-level-3" data-level="3"> <li > <a class="qnav-menu-card" href="/digital/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-05/marketing-icon.svg" alt=""> </div> <span>For Digital</span> </a> </li> <li > <a class="qnav-menu-card" href="/customer-service/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-07/for-customer-care.svg" alt=""> </div> <span>For Customer Care</span> </a> </li> <li > <a class="qnav-menu-card" href="/human-resources/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-07/community.svg" alt=""> </div> <span>For Human Resources</span> </a> </li> <li > <a class="qnav-menu-card" href="/market-research/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-05/research-icon.svg" alt=""> </div> <span>For Researchers</span> </a> </li> <li > <a class="qnav-menu-card" href="/team/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-05/plus.svg" alt=""> </div> <span>All Teams</span> </a> </li> </ul> </li> <li class="qnav-list-level-2"> <a class="qnav-list-title-level-2 qnav-menu-link-level-2" href="/industry/"> <span class="qnav-menu-link-level-2-title">Industries</span> </a> <ul class="qnav-level-3" data-level="3"> <li > <a class="qnav-menu-card" href="/healthcare/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-05/healthcare-icon.svg" alt=""> </div> <span>Healthcare</span> </a> </li> <li > <a class="qnav-menu-card" href="/education/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-05/education-icon.svg" alt=""> </div> <span>Education</span> </a> </li> <li > <a class="qnav-menu-card" href="/financial-services/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-05/financial-icon.svg" alt=""> </div> <span>Financial Services</span> </a> </li> <li > <a class="qnav-menu-card" href="/government/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-05/government-icon.svg" alt=""> </div> <span>Government</span> </a> </li> <li > <a class="qnav-menu-card" href="/industry/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-05/plus.svg" alt=""> </div> <span>All Industries</span> </a> </li> </ul> </li> <li class="qnav-list-level-2"> <p class="qnav-list-title-level-2"> Popular Use Cases </p> <ul class="qnav-level-3" data-level="3"> <li > <a class="qnav-menu-card" href="/customer-experience/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-05/customer-experience-icon.svg" alt=""> </div> <span>Customer Experience</span> </a> </li> <li > <a class="qnav-menu-card" href="/employee-experience/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-05/employee-experience-icon_0.svg" alt=""> </div> <span>Employee Experience</span> </a> </li> <li > <a class="qnav-menu-card" href="/customer-experience/nps-software/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-05/icons-56-1.svg" alt=""> </div> <span>Net Promoter Score</span> </a> </li> <li > <a class="qnav-menu-card" href="/customer-experience/voice-of-customer/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-12/brain_head.svg" alt=""> </div> <span>Voice of Customer</span> </a> </li> </ul> </li> <li class="qnav-menu-footer"> <div class="qnav-display-flex qnav-items-center qnav-h-full "> <a class="qnav-link-end qnav-text-white" href="/free-account/?utm_lp=nav-sticky-banner">Free Account</a> <div class="qnav-divider"></div> <a class="qnav-link-end qnav-text-white" href="/watch-demo/?utm_lp=nav-sticky-banner">Product Demos</a> </div> </li> </ul> </li> <li data-qnav-id=11> <details class="qnav-menu-button" data-qnav-id=11 data-gacontainer="Header" data-sub="Resources" > <summary class="qnav-card qnav-tab-level-1 qnav-underline-level-1">Resources</summary> </details> <ul class="qnav-level-2" data-qnav-id=11 data-level="2"> <li class="qnav-display-xl-none"> <button class="qnav-back-button" type="button" data-parent-id="qnav-11">Back</button> </li> <li class="qnav-list-level-2"> <p class="qnav-list-title-level-2"> Customer </p> <ul class="qnav-level-3" data-level="3"> <li > <a class="qnav-menu-card" href="https://support-portal.qualtrics.com/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-05/support-icon.svg" alt=""> </div> <span>Customer Success Hub</span> </a> </li> <li > <a class="qnav-menu-card" href="/support/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-07/product-documentation.svg" alt=""> </div> <span>Product Documentation</span> </a> </li> <li > <a class="qnav-menu-card" href="/training/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-05/certificate-icon.svg" alt=""> </div> <span>Training & Certification</span> </a> </li> <li > <a class="qnav-menu-card" href="https://community.qualtrics.com/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-07/community.svg" alt=""> </div> <span>Community</span> </a> </li> <li > <a class="qnav-menu-card" href="https://www.xminstitute.com/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-05/xm-institute.svg" alt=""> </div> <span>XM Institute</span> </a> </li> <li > <a class="qnav-menu-card" href="/services/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-12/wrench_icon.svg" alt=""> </div> <span>Services</span> </a> </li> </ul> </li> <li class="qnav-list-level-2"> <p class="qnav-list-title-level-2"> Learn </p> <ul class="qnav-level-3" data-level="3"> <li > <a class="qnav-menu-card" href="/resources/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-07/popular-resources.svg" alt=""> </div> <span>Popular Resources</span> </a> </li> <li > <a class="qnav-menu-card" href="/customers/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-07/customer-stories.svg" alt=""> </div> <span>Customer Stories</span> </a> </li> <li > <a class="qnav-menu-card" href="/blog/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-05/blog-icon.svg" alt=""> </div> <span>Blog</span> </a> </li> <li > <a class="qnav-menu-card" href="/trends-reports/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-07/artificial-intelligence.svg" alt=""> </div> <span>2025 Experience Trends</span> </a> </li> <li class="qnav-list-level-3"> <a class="qnav-menu-card" href="/experience-management/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-05/xm-icon.svg" alt=""> </div> <span>XM Knowledge Base</span> </a> <details class="qnav-collapse-button" open> <summary class="qnav-card"></summary> </details> <ul class="qnav-level-4" data-level="4"> <li> <a class="qnav-menu-link-level-4" href="/customer-experience/customer/"> Customer Experience </a> </li> <li> <a class="qnav-menu-link-level-4" href="/experience-management/employee/"> Employee Experience </a> </li> <li> <a class="qnav-menu-link-level-4" href="/experience-management/research/"> Market Research </a> </li> </ul> </li> </ul> </li> <li class="qnav-list-level-2"> <p class="qnav-list-title-level-2"> Company </p> <ul class="qnav-level-3" data-level="3"> <li > <a class="qnav-menu-card" href="/about/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-07/about-us.svg" alt=""> </div> <span>About Us</span> </a> </li> <li > <a class="qnav-menu-card" href="/careers"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-05/employee-experience-icon_0.svg" alt=""> </div> <span>Careers</span> </a> </li> <li > <a class="qnav-menu-card" href="/partnerships/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-05/partnerships-icon.svg" alt=""> </div> <span>Partnerships</span> </a> </li> <li > <a class="qnav-menu-card" href="/marketplace/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-07/marketplace.svg" alt=""> </div> <span>Marketplace</span> </a> </li> <li > <a class="qnav-menu-card" href="/x4summit/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-05/x4-logo.svg" alt=""> </div> <span>X4 Summit</span> <div class="qnav-display-none qnav-display-xl-block qnav-description"> <p>The annual gathering of the experience leaders at the world’s iconic brands building breakthrough business results, live in Salt Lake City.</p> </div> </a> </li> </ul> </li> <li class="qnav-menu-footer"> <div class="qnav-display-flex qnav-items-center qnav-h-full "> <a class="qnav-link-end qnav-text-white" href="/free-account/?utm_lp=nav-sticky-banner">Free Account</a> <div class="qnav-divider"></div> <a class="qnav-link-end qnav-text-white" href="/watch-demo/?utm_lp=nav-sticky-banner">Product Demos</a> </div> </li> </ul> </li> <li data-qnav-id=861> <a class="qnav-card menu-link qnav-tab-level-1 qnav-underline-level-1" href="/pricing/" data-gacontainer="Header" data-sub="Pricing" > Pricing </a> </li> <li class="qnav-ms-xl-auto" data-qnav-id=291> <details class="qnav-menu-button qnav-lang-button" data-qnav-id=291 > <summary class="qnav-card qnav-tab-level-1 qnav-underline-level-1"> <img class="qnav-display-none qnav-display-xl-block" src="https://www.qualtrics.com/modules/custom/nav_service/src/Assets/images/global.svg" alt="" width="18" height="18"> <span class="qnav-display-xl-none">Language</span> </summary> </details> <ul class="qnav-level-2 qnav-lang-dropdown"> <li class="qnav-display-xl-none"> <button class="qnav-back-button" type="button" data-parent-id="qnav-291">Back</button> </li> <li> <a class="qnav-lang-link" href="/" hreflang="en" data-lang="en" data-gacontainer="Header" 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<div class="default-style-wrapper cx" data-garegion="body">  <link rel="preload" as="image" href="https://www.qualtrics.com/m/assets/wp-content/uploads/2023/08/cust-segmentation-feature-en.webp" /> <section class="top-banner-content"> <div class="container py-5"> <div class="row">  <div id="article-sidebar"> <div class="pb-4"> <h3 style="font-size:18px;margin-top:0;">See how XM for Customer Experience works </h3> <a class="btn btn-small btn-px" href="/watch-demo/frontline/overview/?utm_lp=hub-sidebar">Watch Demo</a> </div>  <a class="social-link d-block mb-2 " href="#" target="_blank" onclick="xmHub.openLinkWindowed(this)" title="Share on Facebook"> <svg class="icon icon-black facebook icon-size-4 lazy w-auto"> <title>Facebook logo</title> <use href="https://www.qualtrics.com/m/assets/dist/svg/display/logo-facebook.svg#solid"></use> </svg> </a> <a class="social-link d-block mb-2 " href="#" target="_blank" onclick="xmHub.openLinkWindowed(this)" title="Share on X"> <svg class="icon 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background-image:url('https://www.qualtrics.com/m/assets/wp-content/uploads/2023/08/cust-segmentation-feature-en.webp'); background-position:center; background-size: cover;" data-srcFull="https://www.qualtrics.com/m/assets/wp-content/uploads/2023/08/cust-segmentation-feature-en.webp"> </div> </div> <div class="w-48 d-inline-block align-top"> <h1 class="headline" data-swiftype-name="title" data-swiftype-type="string"> What is customer segmentation analysis, and how can it help? </h1> <p class="intro-summary " data-swiftype-name="body" data-swiftype-type="text" style="font-size:18px;"> <span style="font-size:15px;font-weight: 700;line-height: 1.6;"> 17 min read </span> <br /> Customer segmentation analysis can help make your business strategy more effective, but what is it and how do you do it? </p> </div> </div> </div> </div> </section> <style> /* Cancel out bolder in _reboot.scss */ b, strong { font-weight: bold; } </style> <section id="article-content-section" class="generated-content customer mb-5"> <div class="container py-3"> <div class="row"> <div class="col-12 col-lg-7 offset-lg-2"> <div class="content-block"> <p>Customer segmentation is an effective tool for businesses to closely align their strategy and tactics with, and better target, their current and future customers. Every customer is different and every <a href="https://www.qualtrics.com/experience-management/customer/customer-journey-mapping/">customer journey</a> is different, so a single approach often isn’t going to work for all.</p> <p>Don’t worry, though – you can effectively reach your target audience with the valable process of customer segmentation analysis.</p> <p>Let’s begin with understanding exactly what customer segmentation is before diving into customer segmentation analysis.</p> <p><a href="https://www.qualtrics.com/ebooks-guides/drive-profits-with-customer-segmentation/?utm_lp=uk_hub_brand_customer-segmentation-inline1"><strong>Free eBook: How to drive profits with customer segmentation</strong></a></p> <h2>What is customer segmentation?</h2> <p>Customer segmentation is the process by which you divide your customers up based on common characteristics – such as <a href="https://www.qualtrics.com/experience-management/brand/demographic-segmentation/">demographics</a> or behaviors, so your marketing team or sales team can reach out to those customers more effectively.</p> <p>These customer segmentation groups can also be used to begin discussions of <a href="https://www.qualtrics.com/uk/experience-management/product/buyer-personas/">building a </a><a href="https://www.qualtrics.com/experience-management/product/create-buyer-persona/">marketing persona</a> or product user persona. This is because effective customer segmentation analysis is typically used to inform a brand’s messaging and <a href="https://www.qualtrics.com/experience-management/brand/positioning/">positioning</a>, helps organizations know what new products are services they might want to invest in, and uncovers ways to improve how the business sells. Because of this, marketing personas need to be closely aligned to those segments in order to be effective.</p> <p>The “target persona” (or “marketing persona”) is, by definition, a personification of a specific customer segment so it’s not uncommon for businesses to create several personas to match the various customer segments they’ve created.</p> <p>But for that to happen, a business needs a robust set of customer segments to form a customer segmentation model. This leads us to the next section, distinguishing the difference between customer segmentation and <a href="https://www.qualtrics.com/experience-management/brand/what-is-market-segmentation/">market segmentation</a>, so that your segmentation is as accurate and specific to you as possible.</p> <h2>Customer segmentation vs market segmentation</h2> <p>In comparison to customer segmentation, market segmentation is more general and looks at the entire marketplace. Whereas market segmentation relates to the whole market, customer segmentation is your part of the market.</p> <p>For example, if you’re in the business of selling vehicles and you typically sell directly to businesses, then your customer segment is B2B and you might compare customers that are likely to buy large commercial trucks, versus small business-owned vans. These two customers have <a href="https://www.qualtrics.com/experience-management/research/customer-needs-analysis/">different needs</a> and, depending on the correlation you find, might then become two different customer segments for you to focus on.</p> <p>However, if you’re considering the entire market, you might compare people that are in the market for a sedan versus a sports car, which is much broader. In this instance, most market producers aren’t going to cater to the whole market, so it is more effective to focus on the selling element. You’ll see a better payoff by targeting one or two focused customer segments rather than trying to attract the whole market with a broader, shotgun approach.</p> <h2>Types of customer segmentation</h2> <p>There are different segmentation variables that you should give careful consideration as you begin to build out your customer segmentation efforts. These are not one-size-fits-all, so you should do what is right for your business.</p> <p>Customer segmentation can be broken down into two types:</p> <h3>Segmenting customers based on who they are</h3> <p>The process of understanding who customers are typically focused on <a href="https://www.qualtrics.com/experience-management/brand/psychographic-segmentation/">psychographics</a>, demographics and, in the case of B2B, firmographics. This will include factors such as:</p> <ul> <li>Age</li> <li><a href="https://www.qualtrics.com/experience-management/brand/geographic-segmentation/">Geography</a></li> <li>Urbanization – are they city or rural?</li> <li>Income</li> <li>Relationship status</li> <li>Family</li> <li>Job type</li> </ul> <h3>Segmenting customers based on what they do</h3> <p>You can also segment customers based on how much they spend (share of wallet), how often, and what products (this allows you to see how much you can increase spend). This is more focused on behaviors.</p> <p>Breaking this down even further, customer behavior can vary so you may want to look to separate your <a href="https://www.qualtrics.com/experience-management/research/data-analysis/">data analysis</a> as follows:</p> <ul> <li>Basket size</li> <li>Share of wallet</li> <li>Tenure (how long they stay with you)</li> <li><a href="https://www.qualtrics.com/experience-management/customer/customer-loyalty/">Long-term loyalty</a> (a combination of share of wallet and tenure)</li> </ul> <p>As mentioned above, there is no single approach to use here as part of your customer segmentation process. It varies depending on your industry and size. For example, in supermarkets it’s very unusual to get 100% share of wallet, so you might focus on customer behavior – such as what products they buy – so you can implement a strategy to get customers to buy a greater quantity, or to buy a more premium product.</p> <p>However, in insurance 100% share of wallet is common and many companies incentivise customers to achieve this (such as discounts to add car insurance to their existing house and pet insurance). If you have three pets, it’s easier to have them all on the same policy rather than taking three different policies.</p> <p>In financial services, it’s common to have nuances too. Generally, most people have one current account, but they might have multiple providers for savings accounts or credit cards.</p> <p>Different approaches should be used to target different people or companies, based on what is appropriate for that customer segment — e.g. loss leading on an offer to get customers in-store, knowing the customer might buy more once they’re there in person.</p> <h2>Why segment customers at all?</h2> <p>Customer segmentation is popular because it helps you identify new products and services to create next, as well as how to market and sell existing offerings more effectively. This is because you can develop a better understanding of your customers’ needs and desires. Here are some reasons why customer segmentation and customer segmentation analysis are critical for businesses:</p> <h3>Improve brand loyalty and customer lifetime value</h3> <p>The business impact of doing this is even more important, as effective customer segmentation will help you to increase <a href="https://www.qualtrics.com/experience-management/customer/customer-lifetime-value/">customer lifetime value</a>, which means they will stay longer, and spend more.</p> <p>By better understanding your customer, and therefore being able to target them more effectively, you can drive greater loyalty. Instead of customers visiting Sephora.com two times a year to get skincare products (with a big basket size), segmentation can give you insights that will help you get customers returning 5x a year with smaller basket sizes. Although each basket is smaller, customer loyalty has increased because they’re interacting with the business more frequently.</p> <p>Smaller, more frequent purchases are disproportionately more effective than one large one-off purchase. It’s a more predictive indicator of behavior too, which will help inform business decisions in the future. Not only will it improve loyalty but it will increase the lifetime value of the customer.</p> <h3>Deliver 1:1 experiences at scale</h3> <p>As global consumer trends in 2022 indicated, customers are seeking one-on-one experiences at scale. Over two-thirds of customers want to feel cared for, and will spend more as a result — and with 9.5% of your revenue at risk, it’s critical to understand exactly what each customer wants through customer segmentation.</p> <p>Whether it’s at a brand level or for a smaller marketing strategy, you need to understand each customer base’s wants and needs in order to target them most effectively. What do your high value shoppers value? What are the common denominators between target groups, and how can you group similar customers for better personalization during the customer journey? With customer segmentation analysis, you can understand your current customers better, making developing a strategy easier on your marketing team.</p> <p>You can also uncover segments that you could be focusing on, and understand how and when customers are moving between segments. Customers don’t stay in a particular segment, they shift and move. For example, consider how a person might move between segments when they’re a new college grad getting their first job, then getting promoted (and moving into a higher income bracket), then going from renting an apartment to owning a home, and from being single to getting married to becoming a parent.</p> <h3>Stay on top of changing customer needs</h3> <p>Customer behaviors and needs aren’t static, and the customer journey and experience has to adapt over time to reflect this. For example, the dramatic shifts within the last few years have created new needs as human experiences have changed. From office work to remote working, from eating out to dining in, from new artificial intelligence-driven technology to a return to the basics, your market knowledge needs to evolve as each of your customer segments do.</p> <p>Developing customer segmentation models that can incorporate new information and segment data, and then adapt accordingly, is key. The most successful segments for one season might be completely different the next — and what existing customers are looking for might not be the same, as society and technology evolve. Understanding the <em>why </em>behind your ideal customers’ choices will help you to weather external storms and reach new segments more effectively.</p> <h2>How to segment customers and target them effectively</h2> <p>Wondering how to go about your segment analysis and develop a few strategies to target particular segments? Look no further.</p> <p>First up, your customer segmentation analysis should look at industry-wide data on the marketplace, and then dig deeper and look at data on your own customer population. Now, look at subsets within your customer population. This is where you begin to segment, so look to see what similarities tie certain customers together. What correlations do you find? How do you know if there is a correlation? Or how do you even find a correlation? Then how do you know which engagement strategy will have the greatest influence over that customer segment? Use this as a structure when looking at the data and try to see how they tie together.</p> <p>A segmentation variable might include:</p> <ul> <li>Who they are</li> <li>What they do</li> <li>What they want</li> </ul> <p>Some products will have a stronger tie to demographics (like music), whereas products like food, for example, are for all. So bear this in mind when you’re digging into the data because it may or not be helpful to get very specific; it depends on your circumstances and objectives. Still not sure? We cover a few questions below which you can ask yourself so you know when to be specific with your segmentation or when it might be more appropriate to keep it broad.</p> <p><a href="https://www.qualtrics.com/blog/manage-every-experience-that-matters/">Using experience data is essential</a> if you hope to ascertain how these three factors correlate to one another.</p> <h3>Access customer data for customer segmentation analysis</h3> <p>There are multiple ways to go about experience data collection, and these are separated into direct or indirect streams. See below for a full list. Direct streams can typically involve <a href="https://www.qualtrics.com/experience-management/customer/design-customer-experience-survey/">customer surveys</a> that elicit a direct response. Indirect streams will involve insights derived from data that wasn’t directly obtained, but can still point to important trends that will help understand any correlation in behavior within the customer base.</p> <h4>Direct</h4> <ul> <li>Relationship surveys</li> <li>After-store visit surveys</li> <li>Post-purchase surveys</li> <li>Product satisfaction surveys</li> <li><a href="https://www.qualtrics.com/design-xm">Video Feedback</a></li> <li><a href="https://www.qualtrics.com/experience-management/brand/brand-tracking-guide/">Brand Tracking</a></li> </ul> <h4>Indirect</h4> <ul> <li><a href="https://www.qualtrics.com/customer-experience/customer-analytics/">Omnichannel Analytics</a></li> <li><a href="https://www.qualtrics.com/blog/social-listening/">Social Listening</a></li> <li><a href="https://www.qualtrics.com/uk/customer-experience/frontline-feedback/">Frontline Feedback</a></li> </ul> <p>Qualtrics can help you understand both of these approaches, by using <a href="https://www.qualtrics.com/design-xm">DesignXM</a> and <a href="https://www.qualtrics.com/customer-experience/">CustomerXM</a> to consider key trends and drivers of behavior.</p> <p>Once you’ve created your customer segments based on the correlations you found, they should be used to determine your brand positioning, messaging, and your go-to-market strategy. These segments give you valuable insight into how to effectively meet your business objectives, because you know who to target and how to effectively target them in a way that will grow your bottom line.</p> <p>Customers do the customer journey in different ways, so a better understanding of how different segments behave will allow you to create journeys that cater to different segments and make it as easy as possible for customers to complete the journey.</p> <p>Aligning your customer segments to your objectives will help to guide you about how specific these customer segments should be. For example, a global brand, such as eBay, who’s attempting to launch a new service offering that targets everyone will have a very different customer segment than a brand that’s only targeting small, independent businesses.</p> <p>When undertaking your customer segmentation and aligning these to your objectives, ask yourself what you want to achieve:</p> <ul> <li>Is it a competitive reaction?</li> <li>Is it a new product offering?</li> <li>Do you want to expand the market?</li> </ul> <p>These will help to determine how specific your segmentation should be.</p> <h3>Create rich customer segments</h3> <p>Your customer segmentation strategy should focus on your customers’ actual experiences, rather than demographic factors alone. Effective customer segmentation analysis should be able to use direct feedback, such as a post-transaction survey, as well as indirect signals from online reviews or social posts. This allows you to develop rich, dynamic customer segments that help you target not only your product or service, but drive better experiences across your customer base.</p> <p>For example, with <a href="https://www.qualtrics.com/experience-id/">Qualtrics Experience iD</a>, you can capture every signal across every channel to help group customers intelligently. Rather than limit your segments to listing demographics and customer needs, you can base your potential <a href="https://www.qualtrics.com/experience-management/brand/ideal-customer-profile/">customer profiles</a> on more granular data that includes <a href="https://www.qualtrics.com/experience-management/customer/customer-emotion/">emotion</a>, intent and <a href="https://www.qualtrics.com/experience-management/research/sentiment-analysis/">sentiment</a>.</p> <p><img class="lazy img-fluid alignnone size-medium wp-image-135571" alt="Rich customer segments" width="768" height="919" data-src="https://www.qualtrics.com/m/assets/wp-content/uploads/2023/08/cust-sentiment-en-768x919.webp" srcset="https://www.qualtrics.com/m/assets/wp-content/uploads/2023/08/cust-sentiment-en-768x919.webp 768w, https://www.qualtrics.com/m/assets/wp-content/uploads/2023/08/cust-sentiment-en-380x455.webp 380w, https://www.qualtrics.com/m/assets/wp-content/uploads/2023/08/cust-sentiment-en-150x179.webp 150w, https://www.qualtrics.com/m/assets/wp-content/uploads/2023/08/cust-sentiment-en.webp 936w" sizes="(max-width: 768px) 100vw, 768px" /></p> <h3>Close experience gaps and personalize every interaction</h3> <p>Effective customer segmentation analysis is only the beginning. A deep understanding of your customer base in all its different segments will help you to create personalized experiences at scale, while fixing experience gaps you find along the way.</p> <p><img class="lazy img-fluid alignnone size-medium wp-image-135570" alt="Map of customer segmenting software" width="768" height="349" data-src="https://www.qualtrics.com/m/assets/wp-content/uploads/2023/08/identify-gaps-en-768x349.webp" srcset="https://www.qualtrics.com/m/assets/wp-content/uploads/2023/08/identify-gaps-en-768x349.webp 768w, https://www.qualtrics.com/m/assets/wp-content/uploads/2023/08/identify-gaps-en-1600x727.webp 1600w, https://www.qualtrics.com/m/assets/wp-content/uploads/2023/08/identify-gaps-en-380x173.webp 380w, https://www.qualtrics.com/m/assets/wp-content/uploads/2023/08/identify-gaps-en-1536x698.webp 1536w, https://www.qualtrics.com/m/assets/wp-content/uploads/2023/08/identify-gaps-en-150x68.webp 150w, https://www.qualtrics.com/m/assets/wp-content/uploads/2023/08/identify-gaps-en.webp 2048w" sizes="(max-width: 768px) 100vw, 768px" /></p> <p>Automatically detect where experiences diverge and break down, sending target segments on a personalized and smooth experience that exceeds their customer needs. Improve business outcomes by offering defined segments the experience that best suits them at every stage of their journey.</p> <h2>Drive profits with customer segmentation analysis</h2> <h3>If you’ve never sold to a customer base before…</h3> <p>First, you should understand what the addressable market is.</p> <p>Then, you’ll need to determine how much of the market you can reasonably expect to get.</p> <p>Finally, you’ll want to implement effective customer segmentation to make sure that your messaging and positioning is meaningful for both your new and existing customers.</p> <p>Fortunately, Qualtrics offers a full suite of services to help you with all your customer segmentation analysis needs.</p> <p><strong>Identify distinct groups with customer segmentation: </strong>With our segmentation research service, you can determine which groups of customers are the key targets for your needs, based on customer data on needs, attitudes, behaviors and demographics.</p> <p><img class="lazy img-fluid alignnone size-medium wp-image-135573" data-src="https://www.qualtrics.com/m/assets/wp-content/uploads/2023/08/cust-segmentation-3-en-768x381.webp" alt="Segmenting groups" width="768" height="381" srcset="https://www.qualtrics.com/m/assets/wp-content/uploads/2023/08/cust-segmentation-3-en-768x381.webp 768w, https://www.qualtrics.com/m/assets/wp-content/uploads/2023/08/cust-segmentation-3-en-380x188.webp 380w, https://www.qualtrics.com/m/assets/wp-content/uploads/2023/08/cust-segmentation-3-en-150x74.webp 150w, https://www.qualtrics.com/m/assets/wp-content/uploads/2023/08/cust-segmentation-3-en.webp 936w" sizes="(max-width: 768px) 100vw, 768px" /></p> <p><strong>Profile and prioritize the segments that matter most: </strong>Understand which are the successful segments based on customer data and drive higher value with a targeted strategy.</p> <p><strong>Send surveys and get response recommendations: </strong>Use our built-in survey function to gather customer data and utilize our Ph.D.-designed methodology to get the most out of your answers.</p> <p><strong>Use prebuilt reports to save time and get detailed insights: </strong>Increase your sample size with our successful response system, designed to help you gather meaningful customer data.</p> <p><strong>Work with Qualtrics Research Services to get the most out of your customer segmentation analysis: </strong>We offer you a dedicated Qualtrics Research Services representative to help you design a successful customer segmentation project.</p> </div> </div> </div> </div> <div class="my-3 py-4 bg-gray-light" data-gacontainer="gasection" data-gatext="cta-panel"> <div class="container"> <div class="row align-items-stretch"> <div class="col-lg-5 col-md-7 offset-lg-2 d-flex flex-column justify-content-end mb-3 mb-md-0"> <p class="headline-card mb-0">Free eBook: How to Drive Profits with Customer Segmentation</p> </div> <div class="col-lg-3 col-md-5 d-flex align-items-end"> <a class="btn btn-small btn-primary" 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data-marketo-field="LastName" name="LastName" class="form-control" type="text" autocomplete="family-name" required> <label for="modal-last">Last Name *</label> <div class="invalid-feedback"><span class="feedback-tooltip" id="modal-last-invalid-feedback">Please enter your last name.</span></div> </div> <div class="col-12 form-group"> <input id="modal-company" data-marketo-field="Company" name="Company" class="form-control" type="text" autocomplete="organization" required> <label for="modal-company">Company *</label> <div class="invalid-feedback"><span class="feedback-tooltip" id="modal-company-invalid-feedback">Please enter your company name.</span></div> </div> <div class="col-12 form-group"> <input id="modal-title" data-marketo-field="Title" name="Title" class="form-control" type="text" autocomplete="organization-title" required> <label for="modal-title">Job Title *</label> <div class="invalid-feedback"><span class="feedback-tooltip">Please enter your job title.</span></div> </div> <div class="form-group col-12"> <input id="modal-email" class="form-control" name="Email" type="email" data-marketo-field="Email" autocomplete="email" pattern="^[A-Za-z0-9._+\-']+@[A-Za-z0-9.\-]+\.[A-Za-z]{2,}$" required> <label for="modal-email">Business Email <span class="align-middle" aria-label="required">*</span></label> <div class="invalid-feedback"> <span class="feedback-tooltip" id="modal-email-invalid-feedback">Please enter a valid business email address.</span> </div> </div> <div class="col-12 form-group">  <input id="modal-phone" data-marketo-field="Phone" name="Phone" class="form-control" type="tel" pattern="(.*\d.*){8,}" autocomplete="tel" required> <label for="modal-phone">Phone Number *</label> <div class="invalid-feedback"><span class="feedback-tooltip" id="modal-phone-invalid-feedback">Please enter a valid phone number.</span></div> </div> <div class="col-12"> <div class="country-fields row"> <div class="col-12 form-group flex-wrap"> <select id="modal-country" data-marketo-field="Country" name="Country" class="form-control" onchange="MarketoLibrary.updateCountryField(event)" autocomplete="country" required> <option disabled selected value> -- select an option -- </option> <option data-code="AF" data-us-name="Afghanistan" value="Afghanistan">Afghanistan</option><option data-code="AL" data-us-name="Albania" value="Albania">Albania</option><option data-code="DZ" data-us-name="Algeria" value="Algeria">Algeria</option><option data-code="AS" data-us-name="American Samoa" value="American Samoa">American Samoa</option><option data-code="AD" data-us-name="Andorra" value="Andorra">Andorra</option><option data-code="AO" data-us-name="Angola" value="Angola">Angola</option><option data-code="AI" data-us-name="Anguilla" value="Anguilla">Anguilla</option><option data-code="AQ" data-us-name="Antarctica" value="Antarctica">Antarctica</option><option data-code="AG" data-us-name="Antigua and Barbuda" value="Antigua and Barbuda">Antigua and Barbuda</option><option data-code="AR" data-us-name="Argentina" value="Argentina">Argentina</option><option data-code="AM" data-us-name="Armenia" value="Armenia">Armenia</option><option data-code="AW" data-us-name="Aruba" value="Aruba">Aruba</option><option data-code="AU" data-us-name="Australia" value="Australia">Australia</option><option data-code="AT" data-us-name="Austria" value="Austria">Austria</option><option data-code="AZ" data-us-name="Azerbaijan" value="Azerbaijan">Azerbaijan</option><option data-code="BS" data-us-name="Bahamas" value="Bahamas">Bahamas</option><option data-code="BH" data-us-name="Bahrain" value="Bahrain">Bahrain</option><option data-code="BD" data-us-name="Bangladesh" value="Bangladesh">Bangladesh</option><option data-code="BB" data-us-name="Barbados" value="Barbados">Barbados</option><option data-code="BY" data-us-name="Belarus" value="Belarus">Belarus</option><option data-code="BE" data-us-name="Belgium" value="Belgium">Belgium</option><option data-code="BZ" data-us-name="Belize" value="Belize">Belize</option><option data-code="BJ" data-us-name="Benin" value="Benin">Benin</option><option data-code="BM" data-us-name="Bermuda" value="Bermuda">Bermuda</option><option data-code="BT" data-us-name="Bhutan" value="Bhutan">Bhutan</option><option data-code="BO" data-us-name="Bolivia" value="Bolivia">Bolivia</option><option data-code="BQ" data-us-name="Bonaire, Sint Eustatius and Saba" value="Bonaire, Sint Eustatius and Saba">Bonaire, Sint Eustatius and Saba</option><option data-code="BA" data-us-name="Bosnia and Herzegovina" value="Bosnia and Herzegovina">Bosnia and Herzegovina</option><option data-code="BW" data-us-name="Botswana" value="Botswana">Botswana</option><option data-code="BV" data-us-name="Bouvet Island" value="Bouvet Island">Bouvet Island</option><option data-code="BR" data-us-name="Brazil" value="Brazil">Brazil</option><option data-code="IO" data-us-name="British Indian Ocean Territory" value="British Indian Ocean Territory">British Indian Ocean Territory</option><option data-code="BN" data-us-name="Brunei Darussalam" value="Brunei Darussalam">Brunei Darussalam</option><option data-code="BG" data-us-name="Bulgaria" value="Bulgaria">Bulgaria</option><option data-code="BF" data-us-name="Burkina Faso" value="Burkina Faso">Burkina Faso</option><option data-code="BI" data-us-name="Burundi" value="Burundi">Burundi</option><option data-code="KH" data-us-name="Cambodia" value="Cambodia">Cambodia</option><option data-code="CM" data-us-name="Cameroon" value="Cameroon">Cameroon</option><option data-code="CA" data-us-name="Canada" value="Canada">Canada</option><option data-code="CV" data-us-name="Cape Verde" value="Cape Verde">Cape Verde</option><option data-code="KY" data-us-name="Cayman Islands" value="Cayman Islands">Cayman Islands</option><option data-code="CF" data-us-name="Central African Republic" value="Central African Republic">Central African Republic</option><option data-code="TD" data-us-name="Chad" value="Chad">Chad</option><option data-code="CL" data-us-name="Chile" value="Chile">Chile</option><option data-code="CN" data-us-name="China" value="China">China</option><option data-code="CX" data-us-name="Christmas Island" value="Christmas Island">Christmas Island</option><option data-code="CC" data-us-name="Cocos (Keeling) Islands" value="Cocos (Keeling) Islands">Cocos (Keeling) Islands</option><option data-code="CO" data-us-name="Colombia" value="Colombia">Colombia</option><option data-code="KM" data-us-name="Comoros" value="Comoros">Comoros</option><option data-code="CG" data-us-name="Congo, The Republic of the" value="Congo, The Republic of the">Congo, The Republic of the</option><option data-code="CK" data-us-name="Cook Islands" value="Cook Islands">Cook Islands</option><option data-code="CR" data-us-name="Costa Rica" value="Costa Rica">Costa Rica</option><option data-code="HR" data-us-name="Croatia" value="Croatia">Croatia</option><option data-code="CW" data-us-name="Curaçao" value="Curaçao">Curaçao</option><option data-code="CY" data-us-name="Cyprus" value="Cyprus">Cyprus</option><option data-code="CZ" data-us-name="Czech Republic" value="Czech Republic">Czech Republic</option><option data-code="CI" data-us-name="Côte d'Ivoire" value="Côte d'Ivoire">Côte d'Ivoire</option><option data-code="DK" data-us-name="Denmark" value="Denmark">Denmark</option><option data-code="DJ" data-us-name="Djibouti" value="Djibouti">Djibouti</option><option data-code="DM" data-us-name="Dominica" value="Dominica">Dominica</option><option data-code="DO" data-us-name="Dominican Republic" value="Dominican Republic">Dominican Republic</option><option data-code="EC" data-us-name="Ecuador" value="Ecuador">Ecuador</option><option data-code="EG" data-us-name="Egypt" value="Egypt">Egypt</option><option data-code="SV" data-us-name="El Salvador" value="El Salvador">El Salvador</option><option data-code="GQ" data-us-name="Equatorial Guinea" value="Equatorial Guinea">Equatorial Guinea</option><option data-code="ER" data-us-name="Eritrea" value="Eritrea">Eritrea</option><option data-code="EE" data-us-name="Estonia" value="Estonia">Estonia</option><option data-code="SZ" data-us-name="Eswatini" value="Eswatini">Eswatini</option><option data-code="ET" data-us-name="Ethiopia" value="Ethiopia">Ethiopia</option><option data-code="FK" data-us-name="Falkland Islands (Malvinas)" value="Falkland Islands (Malvinas)">Falkland Islands (Malvinas)</option><option data-code="FO" data-us-name="Faroe Islands" value="Faroe Islands">Faroe Islands</option><option data-code="FJ" data-us-name="Fiji" value="Fiji">Fiji</option><option data-code="FI" data-us-name="Finland" value="Finland">Finland</option><option data-code="FR" data-us-name="France" value="France">France</option><option data-code="GF" data-us-name="French Guiana" value="French Guiana">French Guiana</option><option data-code="PF" data-us-name="French Polynesia" value="French Polynesia">French Polynesia</option><option data-code="TF" data-us-name="French Southern Territories" value="French Southern Territories">French Southern Territories</option><option data-code="GA" data-us-name="Gabon" value="Gabon">Gabon</option><option data-code="GM" data-us-name="Gambia" value="Gambia">Gambia</option><option data-code="GE" data-us-name="Georgia" value="Georgia">Georgia</option><option data-code="DE" data-us-name="Germany" value="Germany">Germany</option><option data-code="GH" data-us-name="Ghana" value="Ghana">Ghana</option><option data-code="GI" data-us-name="Gibraltar" value="Gibraltar">Gibraltar</option><option data-code="GR" data-us-name="Greece" value="Greece">Greece</option><option data-code="GL" data-us-name="Greenland" value="Greenland">Greenland</option><option data-code="GD" data-us-name="Grenada" value="Grenada">Grenada</option><option data-code="GP" data-us-name="Guadeloupe" value="Guadeloupe">Guadeloupe</option><option data-code="GU" data-us-name="Guam" value="Guam">Guam</option><option data-code="GT" data-us-name="Guatemala" value="Guatemala">Guatemala</option><option data-code="GG" data-us-name="Guernsey" value="Guernsey">Guernsey</option><option data-code="GN" data-us-name="Guinea" value="Guinea">Guinea</option><option data-code="GW" data-us-name="Guinea-Bissau" value="Guinea-Bissau">Guinea-Bissau</option><option data-code="GY" data-us-name="Guyana" value="Guyana">Guyana</option><option data-code="HT" data-us-name="Haiti" value="Haiti">Haiti</option><option data-code="HM" data-us-name="Heard Island and McDonald Islands" value="Heard Island and McDonald Islands">Heard Island and McDonald Islands</option><option data-code="VA" data-us-name="Holy See (Vatican City State)" value="Holy See (Vatican City State)">Holy See (Vatican City State)</option><option data-code="HN" data-us-name="Honduras" value="Honduras">Honduras</option><option data-code="HK" data-us-name="Hong Kong, China" value="Hong Kong, China">Hong Kong, China</option><option data-code="HU" data-us-name="Hungary" value="Hungary">Hungary</option><option data-code="IS" data-us-name="Iceland" value="Iceland">Iceland</option><option data-code="IN" data-us-name="India" value="India">India</option><option data-code="ID" data-us-name="Indonesia" value="Indonesia">Indonesia</option><option data-code="IQ" data-us-name="Iraq" value="Iraq">Iraq</option><option data-code="IE" data-us-name="Ireland" value="Ireland">Ireland</option><option data-code="IM" data-us-name="Isle of Man" value="Isle of Man">Isle of Man</option><option data-code="IL" data-us-name="Israel" value="Israel">Israel</option><option data-code="IT" data-us-name="Italy" value="Italy">Italy</option><option data-code="JM" data-us-name="Jamaica" value="Jamaica">Jamaica</option><option data-code="JA" data-us-name="Japan" value="Japan">Japan</option><option data-code="JE" data-us-name="Jersey" value="Jersey">Jersey</option><option data-code="JO" data-us-name="Jordan" value="Jordan">Jordan</option><option data-code="KZ" data-us-name="Kazakhstan" value="Kazakhstan">Kazakhstan</option><option data-code="KE" data-us-name="Kenya" value="Kenya">Kenya</option><option data-code="KI" data-us-name="Kiribati" value="Kiribati">Kiribati</option><option data-code="KW" data-us-name="Kuwait" value="Kuwait">Kuwait</option><option data-code="KG" data-us-name="Kyrgyzstan" value="Kyrgyzstan">Kyrgyzstan</option><option data-code="LA" data-us-name="Lao People's Democratic Republic" value="Lao People's Democratic Republic">Lao People's Democratic Republic</option><option data-code="LV" data-us-name="Latvia" value="Latvia">Latvia</option><option data-code="LB" data-us-name="Lebanon" value="Lebanon">Lebanon</option><option data-code="LS" data-us-name="Lesotho" value="Lesotho">Lesotho</option><option data-code="LR" data-us-name="Liberia" value="Liberia">Liberia</option><option data-code="LY" data-us-name="Libya" value="Libya">Libya</option><option data-code="LI" data-us-name="Liechtenstein" value="Liechtenstein">Liechtenstein</option><option data-code="LT" data-us-name="Lithuania" value="Lithuania">Lithuania</option><option data-code="LU" data-us-name="Luxembourg" value="Luxembourg">Luxembourg</option><option data-code="MO" data-us-name="Macao, China" value="Macao, China">Macao, China</option><option data-code="MK" data-us-name="Macedonia, North" value="Macedonia, North">Macedonia, North</option><option data-code="MG" data-us-name="Madagascar" value="Madagascar">Madagascar</option><option data-code="MW" data-us-name="Malawi" value="Malawi">Malawi</option><option data-code="MY" data-us-name="Malaysia" value="Malaysia">Malaysia</option><option data-code="MV" data-us-name="Maldives" value="Maldives">Maldives</option><option data-code="ML" data-us-name="Mali" value="Mali">Mali</option><option data-code="MT" data-us-name="Malta" value="Malta">Malta</option><option data-code="MH" data-us-name="Marshall Islands" value="Marshall Islands">Marshall Islands</option><option data-code="MQ" data-us-name="Martinique" value="Martinique">Martinique</option><option data-code="MR" data-us-name="Mauritania" value="Mauritania">Mauritania</option><option data-code="MU" data-us-name="Mauritius" value="Mauritius">Mauritius</option><option data-code="YT" data-us-name="Mayotte" value="Mayotte">Mayotte</option><option data-code="MX" data-us-name="Mexico" value="Mexico">Mexico</option><option data-code="FM" data-us-name="Micronesia" value="Micronesia">Micronesia</option><option data-code="MD" data-us-name="Moldova" value="Moldova">Moldova</option><option data-code="MC" data-us-name="Monaco" value="Monaco">Monaco</option><option data-code="MN" data-us-name="Mongolia" value="Mongolia">Mongolia</option><option data-code="ME" data-us-name="Montenegro" value="Montenegro">Montenegro</option><option data-code="MS" data-us-name="Montserrat" value="Montserrat">Montserrat</option><option data-code="MA" data-us-name="Morocco" value="Morocco">Morocco</option><option data-code="MZ" data-us-name="Mozambique" value="Mozambique">Mozambique</option><option data-code="MM" data-us-name="Myanmar" value="Myanmar">Myanmar</option><option data-code="NA" data-us-name="Namibia" value="Namibia">Namibia</option><option data-code="NR" data-us-name="Nauru" value="Nauru">Nauru</option><option data-code="NP" data-us-name="Nepal" value="Nepal">Nepal</option><option data-code="NL" data-us-name="Netherlands" value="Netherlands">Netherlands</option><option data-code="NC" data-us-name="New Caledonia" value="New Caledonia">New Caledonia</option><option data-code="NZ" data-us-name="New Zealand" value="New Zealand">New Zealand</option><option data-code="NI" data-us-name="Nicaragua" value="Nicaragua">Nicaragua</option><option data-code="NE" data-us-name="Niger" value="Niger">Niger</option><option data-code="NG" data-us-name="Nigeria" value="Nigeria">Nigeria</option><option data-code="NU" data-us-name="Niue" value="Niue">Niue</option><option data-code="NF" data-us-name="Norfolk Island" value="Norfolk Island">Norfolk Island</option><option data-code="MP" data-us-name="Northern Mariana Islands" value="Northern Mariana Islands">Northern Mariana Islands</option><option data-code="NO" data-us-name="Norway" value="Norway">Norway</option><option data-code="OM" data-us-name="Oman" value="Oman">Oman</option><option data-code="PK" data-us-name="Pakistan" value="Pakistan">Pakistan</option><option data-code="PW" data-us-name="Palau" value="Palau">Palau</option><option data-code="PS" data-us-name="Palestine" value="Palestine">Palestine</option><option data-code="PA" data-us-name="Panama" value="Panama">Panama</option><option data-code="PG" data-us-name="Papua New Guinea" value="Papua New Guinea">Papua New Guinea</option><option data-code="PY" data-us-name="Paraguay" value="Paraguay">Paraguay</option><option data-code="PE" data-us-name="Peru" value="Peru">Peru</option><option data-code="PH" data-us-name="Philippines" value="Philippines">Philippines</option><option data-code="PN" data-us-name="Pitcairn" value="Pitcairn">Pitcairn</option><option data-code="PL" data-us-name="Poland" value="Poland">Poland</option><option data-code="PT" data-us-name="Portugal" value="Portugal">Portugal</option><option data-code="PR" data-us-name="Puerto Rico" value="Puerto Rico">Puerto Rico</option><option data-code="QA" data-us-name="Qatar" value="Qatar">Qatar</option><option data-code="RO" data-us-name="Romania" value="Romania">Romania</option><option data-code="RU" data-us-name="Russia, excluding Crimea" value="Russia, excluding Crimea">Russia, excluding Crimea</option><option data-code="RW" data-us-name="Rwanda" value="Rwanda">Rwanda</option><option data-code="RE" data-us-name="Réunion" value="Réunion">Réunion</option><option data-code="BL" data-us-name="Saint Barthélemy" value="Saint Barthélemy">Saint Barthélemy</option><option data-code="SH" data-us-name="Saint Helena, Ascension and Tristan da Cunha" value="Saint Helena, Ascension and Tristan da Cunha">Saint Helena, Ascension and Tristan da Cunha</option><option data-code="KN" data-us-name="Saint Kitts and Nevis" value="Saint Kitts and Nevis">Saint Kitts and Nevis</option><option data-code="LC" data-us-name="Saint Lucia" value="Saint Lucia">Saint Lucia</option><option data-code="MF" data-us-name="Saint Martin (French part)" value="Saint Martin (French part)">Saint Martin (French part)</option><option data-code="PM" data-us-name="Saint Pierre and Miquelon" value="Saint Pierre and Miquelon">Saint Pierre and Miquelon</option><option data-code="VC" data-us-name="Saint Vincent and the Grenadines" value="Saint Vincent and the Grenadines">Saint Vincent and the Grenadines</option><option data-code="WS" data-us-name="Samoa" value="Samoa">Samoa</option><option data-code="SM" data-us-name="San Marino" value="San Marino">San Marino</option><option data-code="ST" data-us-name="Sao Tome and Principe" value="Sao Tome and Principe">Sao Tome and Principe</option><option data-code="SA" data-us-name="Saudi Arabia" value="Saudi Arabia">Saudi Arabia</option><option data-code="SN" data-us-name="Senegal" value="Senegal">Senegal</option><option data-code="RS" data-us-name="Serbia" value="Serbia">Serbia</option><option data-code="SC" data-us-name="Seychelles" value="Seychelles">Seychelles</option><option data-code="SL" data-us-name="Sierra Leone" value="Sierra Leone">Sierra Leone</option><option data-code="SG" data-us-name="Singapore" value="Singapore">Singapore</option><option data-code="SX" data-us-name="Sint Maarten (Dutch part)" value="Sint Maarten (Dutch part)">Sint Maarten (Dutch part)</option><option data-code="SK" data-us-name="Slovakia" value="Slovakia">Slovakia</option><option data-code="SI" data-us-name="Slovenia" value="Slovenia">Slovenia</option><option data-code="SB" data-us-name="Solomon Islands" value="Solomon Islands">Solomon Islands</option><option data-code="SO" data-us-name="Somalia" value="Somalia">Somalia</option><option data-code="ZA" data-us-name="South Africa" value="South Africa">South Africa</option><option data-code="GS" data-us-name="South Georgia and the South Sandwich Islands" value="South Georgia and the South Sandwich Islands">South Georgia and the South Sandwich Islands</option><option data-code="KR" data-us-name="South Korea" value="South Korea">South Korea</option><option data-code="SS" data-us-name="South Sudan" value="South Sudan">South Sudan</option><option data-code="ES" data-us-name="Spain" value="Spain">Spain</option><option data-code="LK" data-us-name="Sri Lanka" value="Sri Lanka">Sri Lanka</option><option data-code="SD" data-us-name="Sudan" value="Sudan">Sudan</option><option data-code="SR" data-us-name="Suriname" value="Suriname">Suriname</option><option data-code="SJ" data-us-name="Svalbard and Jan Mayen" value="Svalbard and Jan Mayen">Svalbard and Jan Mayen</option><option data-code="SE" data-us-name="Sweden" value="Sweden">Sweden</option><option data-code="CH" data-us-name="Switzerland" value="Switzerland">Switzerland</option><option data-code="TW" data-us-name="Taiwan, China" value="Taiwan, China">Taiwan, China</option><option data-code="TJ" data-us-name="Tajikistan" value="Tajikistan">Tajikistan</option><option data-code="TZ" data-us-name="Tanzania" value="Tanzania">Tanzania</option><option data-code="TH" data-us-name="Thailand" value="Thailand">Thailand</option><option data-code="TL" data-us-name="Timor-Leste" value="Timor-Leste">Timor-Leste</option><option data-code="TG" data-us-name="Togo" value="Togo">Togo</option><option data-code="TK" data-us-name="Tokelau" value="Tokelau">Tokelau</option><option data-code="TO" data-us-name="Tonga" value="Tonga">Tonga</option><option data-code="TT" data-us-name="Trinidad and Tobago" value="Trinidad and Tobago">Trinidad and Tobago</option><option data-code="TN" data-us-name="Tunisia" value="Tunisia">Tunisia</option><option data-code="TR" data-us-name="Turkey" value="Turkey">Turkey</option><option data-code="TM" data-us-name="Turkmenistan" value="Turkmenistan">Turkmenistan</option><option data-code="TC" data-us-name="Turks and Caicos Islands" value="Turks and Caicos Islands">Turks and Caicos Islands</option><option data-code="TV" data-us-name="Tuvalu" value="Tuvalu">Tuvalu</option><option data-code="UG" data-us-name="Uganda" value="Uganda">Uganda</option><option data-code="UA" data-us-name="Ukraine, excluding Crimea" value="Ukraine, excluding Crimea">Ukraine, excluding Crimea</option><option data-code="AE" data-us-name="United Arab Emirates" value="United Arab Emirates">United Arab Emirates</option><option data-code="GB" data-us-name="United Kingdom" value="United Kingdom">United Kingdom</option><option data-code="US" data-us-name="United States" value="United States">United States</option><option data-code="UM" data-us-name="United States Minor Outlying Islands" value="United States Minor Outlying Islands">United States Minor Outlying Islands</option><option data-code="UY" data-us-name="Uruguay" value="Uruguay">Uruguay</option><option data-code="UZ" data-us-name="Uzbekistan" value="Uzbekistan">Uzbekistan</option><option data-code="VU" data-us-name="Vanuatu" value="Vanuatu">Vanuatu</option><option data-code="VE" data-us-name="Venezuela" value="Venezuela">Venezuela</option><option data-code="VN" data-us-name="Viet Nam" value="Viet Nam">Viet Nam</option><option data-code="VG" data-us-name="Virgin Islands, British" value="Virgin Islands, British">Virgin Islands, British</option><option data-code="VI" data-us-name="Virgin Islands, U.S." value="Virgin Islands, U.S.">Virgin Islands, U.S.</option><option data-code="WF" data-us-name="Wallis and Futuna" value="Wallis and Futuna">Wallis and Futuna</option><option data-code="EH" data-us-name="Western Sahara" value="Western Sahara">Western Sahara</option><option data-code="YE" data-us-name="Yemen" value="Yemen">Yemen</option><option data-code="ZM" 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