Customer and market segmen­tation

Cut through to different consumers

The trouble with customers is that they’re all different. With diverse interests, needs and motivations … or maybe, that’s the opportunity.

 

We create segmentations that lift the lid on the distinct groups of people that make up your market – so you can tailor your strategy and create cut-through.

 

We’ll take you beyond a one-size-fits-all approach – immersing ourselves in your world, exploring consumers’ real lives and creating segments that empower your business. It’s insight that will take you further with customers – directing everything from what you sell, to how you connect with existing fans and win new friends.

 

INSIGHT EQUALS OPPORTUNITY

 

When you’re closer to the real people in your market, you can find innovative ways to captivate them. Because our customer and market segmentations aren’t just about building understanding – they’re about helping you get ahead.

 

From immersive 360 videos to pop quizzes and podcasts, we find ways to make sure everyone knows exactly what each segment is about. And we’ll help you capitalise on the insights we’ve uncovered. Eager to design a refreshed comms strategy or new products to thrill your different audiences? We’ll ensure that your segmentation transforms how you work and how you win.

Case
Study

 

The kids are alright

 

Kids these days. They’re all tied to their tech, heads buried in a screen. They’re all the same right? Well perhaps expectations of young people need a rethink. Because when we set out on a study to understand 16 – 25 year olds and their attitudes towards tech, social media and data privacy – we found they don’t conform to the stereotype. By segmenting young people, we identified six distinct groups each with different attitudes towards technology and expectations of how brands should target them. And guess what? That one-size-fits-all strategy isn’t working. We’re sharing this knowledge with our clients, giving them the inside track on how they can tap into these segments to really get ahead.

Case
Study

 

The kids are alright

 

Kids these days. They’re all tied to their tech, heads buried in a screen. They’re all the same right? Well perhaps expectations of young people need a rethink. Because when we set out on a study to understand 16 – 25 year olds and their attitudes towards tech, social media and data privacy – we found they don’t conform to the stereotype. By segmenting young people, we identified six distinct groups each with different attitudes towards technology and expectations of how brands should target them. And guess what? That one-size-fits-all strategy isn’t working. We’re sharing this knowledge with our clients, giving them the inside track on how they can tap into these segments to really get ahead.

Case
Study

 

MAKE YOURSELVES AT HOME

 

How do you create a marketing and comms strategy that really hits the spot? By getting closer to customers. We worked with Made.com to carry out a large-scale quantitative segmentation of its customer base to do just that, discovering who they were and what makes them tick. We uncovered 5 distinct groups which we brought to life for the brand. The segmentation is shaping every inch of Made.com’s marketing and comms strategy – allowing it to maintain its competitive edge and approach the future with conviction.