Market Profiling and Segmentation studies are directed at identifying who the customers are, who they are not, and why they are or are not your customers. This is often a descriptive market segmentation and market share analysis

General Measures That Are Part of a Market Profiling and Segmentation Analysis.
Segmentation Variables – Demographic
Demographics (Corpographic if corporate profile)
(examples: gender, geographic area, age, income, occupation, home ownership, work full time, part time, stage in family life cycle, number living at home, number of children by age group) (amount of contact from sales reps). May want to use measures tied to the Census Information.
Purchase Role, Process Descriptors (refer to section below) or (link to below )
Role in the purchase process (influencer, purchaser, user)
Qualification questions (Identify the role: purchaser of product)
(what can you do about falsification? Divide into channels?)

Purchase History Variables
Purchases of product category (units and/or $ )
Purchases by brand within category
Purchases of accessory items
Purchases of substitute items (which brands substitute, how often are substitutes purchased, why)
Increase or decrease in purchases this year over last
Increase or decrease in purchases anticipated next year (open ended could fit in here… if they are going to increase or decrease, ask why.)
Share of purchases by brand
Frequency of trying other brands (also: source of purchase—where? Do you plan to purchase there again?) (Repurchase cycle?)


Segmentation Variables – Attitudinal, Activities, Interests, Opinions, Benefits Sought
Attitudes about purchase process
Attitudes about product category, category brands
Attitudes about product feature and benefit
Motivation, precipitating events (such as parenting style).
Psychographics (activities, interests, opinions )
Media Readership, Viewership

Brand Experience Variables
Why they purchase their current brand
Why they don't purchase your brand (if surveying customers, how competitive are we?)
Perceptions of Your brand
Satisfaction Items (Satisfaction with brand)
Brand Loyalty Items (Loyalty to their most preferred brand) Awareness of Brand, Positioning, Products, Segments
Knowledge of brands – which brands do they know about, which brands are they unaware of, are they aware of your brand, Which brands are in their consideration set. What is our ranking in the consideration set.

Other Issues that may be relevant depending on the purpose of the study:
Value of demographic data
When to segment based on demographics
When to segment based on usage scenario
When to segment based on geographic data