Segmentation research.

Identify your most valuable segments to drive future strategy.


Not all customers deliver the same value for your business. But how do you determine where to focus your efforts for maximum return?

Our segmentation studies are designed to help you understand the distinct groupings that make up your market so you can hone in on the ones that offer the most potential.

We partner with you from the get-go. By collaborating with your stakeholders throughout the process, we can design segmentation solutions that add value to your business – founded on strategic thinking and high-quality analysis.

Working with our own in-house creative team, we bring the segments off the page and into the business. Through personas and documentary-style videos, we bring your customers to life, helping to drive decision-making on everything from marketing strategy to customer service.

We fully understand the power of well-executed market segmentation in refining your marketing and sales approach. It enables businesses to communicate the right message to the right audience, improves product development and innovation, and enhances service delivery. Our team employs a blend of quantitative and qualitative research methodologies to make this possible. We dive deep into demographic data, psychographic elements, buying behaviour, and lifestyle factors to carve out precise and actionable segments within your market.

Our segmentation studies are not one-off projects but dynamic strategies that evolve as markets and consumers do. We provide the tools and insights to monitor and adapt your segmentation over time. We understand that markets are not static, so we ensure you’re well-equipped to reassess your segments as consumer behaviour and market trends evolve. This means your strategy remains fresh and relevant, providing a continued competitive edge.

Ultimately, our goal is to make segmentation an integral part of your organization’s strategy. We work hand-in-hand with your team to implement the findings into your daily operations, be it in marketing, product development, sales, or customer service. Our in-depth training sessions ensure that every department in your organisation understands the segments and knows how to engage with them effectively. This ensures a cohesive, customer-centric approach across your business, driving growth and boosting customer satisfaction.

The impact this research can have on your business

Devise future strategy

By pinpointing your most valuable customer segments, we can work with you to identify and harness new growth opportunities for your business

Develop winning products

By bringing product teams closer to their customers, we help companies design products and services that address critical pain points and needs.

Design effective marketing strategies

Our segmentations bring customers centre stage, helping marketing teams to really get under their skin and understand their motivations

The global boutique for data and insight

Our global footprint makes us the go-to partner for international market research. We offer all qualitative and quantitative methodologies across our office network and beyond.

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How to conduct online market research in Asia: The Go-To Guide

What online methodologies work best in India? How do you get the most out of respondents through digital methodologies in China? Experts across our global boutique share best practice tips and techniques for conducting online market research in Asia.

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