A marketing support system includes an acquisition unit acquiring questionnaire information including a response result of a questionnaire and an attribute of a respondent of the questionnaire, the questionnaire conducted to consumers in a product and service field to which a marketing target belongs, regarding recognition, usage experience and frequency of use of a brand belonging to the field, an assignment unit for assigning the respondent to any one of a plurality of segments set in advance based on the response result, an aggregation unit configured to estimate the number of consumers and the ratio of the number of consumers with respect to all the segments based on the number of respondents assigned to each of the plurality of segments, and an output unit configured to display a policy for respective consumers of the plurality of segments and information on costs for the policy for comparison among different segments.