Segmentation

A well-designed segmentation provides value for a wide range of departments and job functions beyond just marketing. We collaborate with your key stakeholders, building ‘success criteria’ for the study at the start of the engagement, ensuring that your segmentation supports your innovation, marketing and other key business priorities.

We consider multiple dimensions (attitudinal, behavioral, psychographic, demographic and occasion-based) to create actionable, fully-evolved segments aligned with today’s experience-driven, individualized culture. Our qual/quant process results in distinctive segments that are more easily understood, targeted and actioned for innovation, marketing, and other core business functions. Our core tenets:

  • Develop Success Criteria

    Establish stakeholder-driven success criteria to inform each stage of the research.

  • Assess and Identify Opportunities

    Leverage multiple frameworks to assess and identify opportunities relative to organization priorities

  • Connect Segments

    Connect segments to external information and confirmed real-world behavior

Segmentation studies benefit from being shared and activated among your team. Our expert workshop facilitators lead custom workshops to take your research to the next level and ensure insights are driven to action in your organization.

Our Segmentation Case Studies