Segmentation and targeting

Segmentation in the internal marketing context is the process of grouping employees with similar characteristics, such as needs, wants, tasks and attitudes.

Segmentation can be based on surveys, observation or management appraisals. Often employees are segmented on basic criteria such as job role or department but other more sophisticated approaches may be used, such as psychographic or behavioural segmentation, which may be more appropriate; for example, readiness or willingness to change or become involved in initiatives.