hovedsegmenter

Hovedsegmenter is a Norwegian term used to describe the main subdivisions within a larger whole. The concept is applied in contexts where a complex system can be understood more clearly by focusing on the most influential parts. The word combines hoved (main) and segmenter (segments), signaling that these parts are central for analysis, planning, or design.

In marketing and market research, hovedsegmenter refer to the principal customer groups identified for targeting and positioning. These groups are typically defined by a combination of criteria such as demographics, geography, behavior, and needs. Focusing on hovedsegmenter helps shape product development, messaging, distribution, and resource allocation.

Other fields use the term with a similar logic. In data analysis, hovedsegmenter may denote the dominant clusters within a dataset. In urban planning or public administration, the concept can refer to the main user or resident groups that drive policy decisions and service provision.

Identifying hovedsegmenter involves a segmentation process: selecting criteria, collecting data, and evaluating segments for size, accessibility, profitability, or relevance. The goal is to concentrate effort on segments that most clearly drive objectives while ensuring essential coverage for critical groups.

Example: A consumer electronics company identifies three hovedsegmenter—tech-savvy young professionals, budget-conscious families, and senior users seeking simplicity—and tailors products and marketing to each group.

See also: segmentering, målgruppe, markedsanalyse.