The Modified Index: A Technique for the Identification and Targeting of Market Segments

States that, while market segmentation is the cornerstone of any marketing strategy, “markets” may be segmented using many different variables as bases, and the question for managers, before planning a strategy, is which base or bases should be used? Describes the Modified Index, a technique which is designed to sensitize the most actionable base or combination of bases using historical data, either national or from internal records. When combined with forecasts of change and likely competitive activity, the targeting of segments to produce growth and/or net profit can then be decided on more substantive data than perhaps has been the case hitherto.