The aim of segmentation is to find easily recognisable sub-markets that are valuable in terms of size and monetary weight. Identifying these segments enables better tailoring of goods and services to the needs of specific customers and more efficient use of marketing resources. The KOG Institute implements both internal (based on the client’s own data) and external (through research) segmentations. Most often psychographic, attitudinal and behavioural or multi-layer segmentations.