Segmentation is the root of winning propositions – only by understanding your audience and who to target can you find growth. But traditional segmentation needs a rehaul. Complex and expensive, by the time most are built the market has already moved. And without clear direction, many risk going un-used.
What you walk away with
Iterative model
Armed with an in-house data science team, our approach is fast and nimble. We design segmentations that can be flexed according to business needs, with opportunity to test and learn along the way - backed by statistical rigour, shaped by the intuition to know when a segment truly feels right.
Business buy-in
Getting stakeholder engagement from the off is key to creating a segmentation that sticks. We facilitate conversations and workshops with stakeholders - meaning the final segments feel truly co-created and have backing across the business before launch.
Business-wide activation
Typing tools and database tagging are just one half of creating a segmentation with longevity. Activation shouldn't wait until the end — our segmentations are designed with every business unit in mind, whether for CRM, media buying or proposition design. Our suite of creative outputs is tailored to each of these units - focused on application, not just 'bringing segments to life'.
Our experience
Whether super-charging your existing segmentation or building a new one, our approach gives you clarity on who to target and how. Recent work spans Vue, Primark, Taylors of Harrogate and strategic segmentation for an international fashion brand.
Our in-house data science team produce multiple models for us and our clients to assess. The best models must have: statistical rigour, targetable sizes with no one segment far outweighing another, clear differentiation between segments, and differentiation on metrics that sit outside of the model. They must also pass the ‘gut feel’ test – the best segments feel intuitive, relatable and easy to explain.
Customer segmentation groups consumers into distinct audiences based on shared characteristics (demographic, transactional or attitudinal). Personas are often part of our outputs – a visual profile on each segment that brings them to life and details their motivations and decision drivers.
Yes – we deliberately build segments around durable need-states rather than fleeting behaviours, and we offer 6-monthly refresh diagnostics to keep them honest.
Often, yes. Many clients already have rich behavioural data; we run a value audit first to see whether new fieldwork is needed or whether modelling on existing signal will get there.
