Evolving to a New Genomics Segmentation Base

Advances in behavioral genetics provide a game-changing paradigm shift in the development of an accurate framework for a more precise marketing segmentation strategy. Genetics can explain most of the systematic variation between individuals, continuity of behavioral and personality traits, as well as 50% of the variance in human traits. Leveraging that all human behaviors are influenced in some way by the individual’s genetic constitution, a theoretical framework is presented for the definition of a new segmentation base called “Genomics Segmentation”. Moreover, we empirically showed the applicability of the new Genomics Segmentation through a K-mean clustering analysis of the alcohol consumption market using 7 different polygenic scores related to personality and cognitive traits. This study increases the predictive power of consumer behavior and marketing segmentation leveraging molecular genetics and 150 years of behavioral genetics replicable findings. It presents for the first time fundamental principles from behavioral genetics to lay the ground for genomics marketing and the transformation of segmentation strategies. It proposes the segmentation of markets through the genetic propensity of consumers. It not only highlights embryonic research in genomics marketing but also shows the practical application of genomics segmentation through the usage of molecular genetics to create clusters and understand consumption patterns of each subset.