Help! My segmentation is failing

Helen Donald

Ahead of our upcoming webinar - The Client's Guide to Transformational Segmentation - we've invited Helen Donald, Partner at STRAT7 Advisory, to share how we approach a key part of making a new segmentation framework a success - the deployment.

So you have a really strong segmentation, designed against clear business objectives…

It’s all plain sailing from here, right?  

Sadly, that’s not always the case. 

PS – In case you hadn’t heard, this Thursday STRAT7 Advisory are delivering a webinar alongside our partner agencies Bonamy Finch and Incite sharing three interventions to make your segmentations truly transformative.

If you’re a client-side researcher, strategist or marketeer, and you haven’t registered you can still reserve your spot here.

How can I get the most value from my investment in a segmentation project?

That’s a question we often hear from our clients – before, during and after a project.

I think we all know what a huge difference a successful segmentation can make to your business, enabling you to engage with the right customers at a more meaningful level and deliver fresh value to both you and your target audiences.

But the hardest part of delivering a segmentation is often its deployment. I’ve been in many a segmentation discussion – in cases where it has gone right but also wrong. And often it’s at the roll-out or deployment stage where it is make-or-break – where it can either become a headache or one of their most powerful tools.

For a segmentation to be successfully deployed you need to go beyond a jazzy launch and posters on walls. You need to really understand the people who will use your new framework and design a segmentation rollout specific to their behaviours and needs.

What are the most common pitfalls and how and can you avoid them?

A key challenge we have seen for many of our clients is that they invest in a new strategic framework, but it isn’t adopted internally because stakeholders…

Don’t understand it and it’s not top of mind.

Don’t see the value of adopting it.

Struggle to see how to easily integrate it into their day-to-day activities.

Underlying these issues are often deeper ones about how the framework connects to the wider business. Maybe the segmentation framework doesn’t speak to their corporate strategy – meaning it is relegated to the ‘nice to know’ zone of customer insight. Maybe it too much of an effort for people to learn and understand alongside the pressures of business as usual. And maybe it feels unrelated to the work that they do or incompatible with existing systems and processes.

So how can you ensure things go to plan?

To deliver transformational impact from a segmentation requires a change in behaviour.  

It’s important to remember our colleagues are humans too and subject to the same biases and heuristics as everyone else. Hence why it was vital for us to develop an approach to deployment with behaviour change models in mind (COM-B and Kotter’s 8-step change model, if you’re curious).  

STRAT7 Advisory have developed a deployment programme centred around three key pillars, inspired by behaviour change principles. In our webinar next week, I’ll be diving into each of these in more detail and sharing why it’s vital to address all three to ensure your framework is successfully embedded. 

But if you can’t wait… 

Your success is our success

Introducing the new STRAT7 Advisory Segmentation Clinic.

Our ambition is for all of our segmentations to be truly transformational, and this can only be the case if they are deployed successfully.  
STRAT7 Advisory is now offering 45-minute sessions to check in your deployment progress, designed around our three pillars of segmentation deployment to identify the most significant pain points and the drivers behind these. 
  • Diagnosis to action plan in a week. Following each clinic, we will send you a summary of our discussion and recommendations for key action points in order of priority. 
  • Tailored to your objectives and sector. We tailor our discussion around your key goals and objectives, taking into account the framework design, the customer-centric maturity of your business and sector-specific challenges to adoption. 

Our new clinics are just one way that we are committed to helping our clients get the most out of their segmentations and ensure they deliver the right return on investment.

If that sounds like something that would be useful to you, please get in touch, we’d love to hear from you. 

Joe Lockey

Senior Analyst

Joe joined us after completing rotations across our consumer, services and health sectors, whilst gaining exposure to both qualitative and quantitative research techniques.


Alice Hedlund


Alice has experience in customer-centric growth, brand strategy and innovation at global scale. She specialises in brand transformation journeys, bridging the gap between business and brand strategy to create holistic and actionable plans for impactful growth.

Helen Donald


Job Title

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Tom Carvell


Tom has a science background with a PhD in Materials Chemistry. He has spent most of his career working on in-house front-end innovation where he delivered mid/long term strategic projects for brands such as Durex, Scholl, Veet and KY. He is focussed on delivering pragmatic but provocative innovation strategy for CPG categories.

Manick Pratheeban

Senior Principal

Manick is a brand strategy and consumer insight specialist with 15+ years’ experience helping to grow some of the world’s biggest brands. He has a proven track record of translating trends, consumer, and market data into actionable insights to formulate growth strategies.

Kate Jones

Senior Principal

Kate has over a decade of experience in creating transformative strategies for customer-focused businesses. With a background in consumer insight and behaviour change across consumer health, packaged goods, leisure, banking and other sectors she focuses on elevating the customer experience to create human-centric innovations and foster impactful growth.

Jacob Gascoine-Becker


Jacob specialises in leveraging consumer research to inform investment strategy and business case development. A management consultant since 2014, he previously spent eight years working in ecommerce and digital marketing.

Ines Achabal

Senior Analyst

Ines is inately curious and creative. She is known for her expansive thinking when exploring client challenges and elevating the visual quality of outputs to maximise their impact.

Helene Mills


Helene has 20+ years’ experience advising business leaders and investors on growth strategy based upon consumer and market intelligence. Her particular specialism lies in leisure, retail, food and beverage sectors.

Helen Donald

Helen Donald


Helen has consulted businesses at different stages of growth across a variety of sectors, specialising in consumer packaged goods and consumer healthcare. She is an adept strategist, bringing clarity to the most complex of situations and connecting dots to create rich, future-proofed platforms for innovation, brand positioning and growth.

Allan Chen STRAT7 Advisory

Allan Chen

Senior Principal

Allan’s core skillset provides an analytical and commercial lens to address client challenges. He started his career as an actuary, and since then has held a broad range of strategic roles, improving performance across the private and public sector.


Björn Dufwenberg

Managing Director​

Björn has 15+ years’ experience in insight-driven transformation, across management consulting, as well as brand and innovation agency roles. Most recently he headed up the Customer-Led Transformation practice at PwC Sweden, until joining STRAT7 in 2021. He’s worked on global projects covering consumer goods, durables, spirits and beverages, retail, banking, and private equity.

Kamilla Dala

Senior Principal

Kamilla has 10+ years’ experience leading and implementing insight-driven transformation within global matrix organisations in durable and consumable goods. Areas of expertise cover segmentation, uncovering and translating actionable consumer insights within innovation, product development, brand positioning, strategy and marketing.