Segmentation
Think you know your market? Segmentation will reveal customer subgroups you never realised existed.
A strategic tool for dividing people or organisations into groups with shared needs and priorities, a successful segmentation needs to be intuitive and actionable, as well as statistically robust.
We don’t simply run data through software; our team diligently assesses multiple solutions before finding the best fit to help you identify market opportunities.
How do you unwrap opportunities in gift-giving occasions? We helped our retail client crack the code.
With ambitions to grow their market share, our client needed help identifying the right target segments for more effective marketing. We segmented shoppers based on needs, purchasing behaviours, and demographics. Six distinct personas emerged. These included ‘spend to impress’, who don’t buy many gifts but spend a lot when they do, and ‘organised & thrifty’, who buy well in advance and like offers to save money.
Segmenting a complex market and not getting it right? That was the challenge facing one general insurance brand.
Our client had already conducted an unsuccessful cross-European segmentation, so they asked us to create a new segmentation using the same data. We could see why the existing segmentation hadn’t worked and identified five segments with differing attitudes and product, channel and service needs.
We have also built segmentations in many other sectors, including:
- Foreign Exchange
- SME Banking
- Home Selling & Letting
- Retirement Annuities
- Sport
- Hotels
- Beauty Treatments
- Vaping
- Sun Care
- Opticians
- Dental Care
- Video Games
VP Strategy (Media)Please know that I'm absolutely willing to provide a glowing recommendation to anyone, anytime. You guys have done a fantastic job and we are all so appreciative.
Reveal your market's hidden segments.
