Skip to content Understand the people that make up your audience
No business strategy will work without a strong understanding of the target audience. With our powerful segmentation capabilities, we break your customers down into highly-specific, actionable groups, across a huge range of metrics, behaviours and characteristics.
We speak to your customers and the wider market to uncover insights about your audience’s composition, and adjust your operations to resonate more effectively with the people that matter most.
Segmentation doesn’t just apply to your customers. Our segmentation services can be used to examine all consumers that make up your market, illuminating new pathways to product innovation and customer acquisition.
Break down your customers. What are your most loyal groups? Who purchases from you the most? Could you be doing more for any subset?
Divide all the consumers in your market. Which groups buy from you? Which audiences prefer your competitors? Are there any groups that are uncatered for?
Transform your segmentation with a hybrid approach, pulling together market and customer data. Do you have a rich, single view of your customers? What are the best ways to boost customer engagement? How can you deliver personlised experiences?
By understanding your audience’s makeup, you can tailor messaging to resonate with the preferences of specific groups – improving impact and return on marketing spend.
Discover what drives each segment and identify gaps in your current lineup. With this insight, you can craft innovative solutions that truly meet your customers’ evolving needs.
Cater to the unique needs and preferences of different customer groups, including channel usage and customer service type, enhancing overall customer experience and increasing loyalty as a result.
Identify segments of consumers in your market whose needs are not being adequately fulfilled by your rivals and tailor your offerings and communications to better attract them.
Armed with an understanding of the needs of specific customer groups you can target new offerings and expand into new markets with confidence.
Combine multiple sources, including primary research and transactional, engagement and behavioural data, to understand who your audience members are, why they make certain decisions and how they’ve interacted with your company in the past.
Who your customers are based on measurable factors like age, gender, income, education level, marital status, occupation, and geographic location.
The influencing factors behind consumer choices that require deeper understanding – lifestyle, personality, social class, religious faith, personal values and other traits.
How consumers have interacted with your market – purchase history, product use frequency, brand loyalty, when they buy, and what they’re looking to gain from a product.
Segmentation doesn’t have to be limited to single drivers, either. We can divide your customers and market with “hybrid segmentation”, pairing up metrics to get a deeper understanding of the groups that make up your audience so you can target and engage them in a meaningful way.
Understanding your growth ambition and capabilities is key in designing the right segmentation approach, with a clear set of actions and tangible outcomes. We provide end-to-end support to ensure your segmentation will be a success, with a deployment roadmap designed to deliver real transformation.
We begin by comprehensively understanding your business context, goals, and internal capabilities. This enables us to prioritise, identify optimal use cases, and design the most effective segmentation strategy.
With natural language processing and text analytics, we scrape and collect data from online sources like social media, blogs, and review sites. This rich pool of consumer opinions, needs, and pain points directly informs our research design, allowing us to understand your audience in their own language.
We integrate multiple data sources with customer opinions and needs to create targeted segments and maximise activation possibilities. This enables business functions to deploy segments across the organisations, delivering ROI.
We create growth strategies and identify the most impactful growth levers and actions to focus your efforts on: from new product and commercial innovations through to new channels and customer experiences.
With over 2,000 segmentations under our belt, combined with our own proprietary technology, we’ve collected enormous amounts of data to fuel our segmentation capabilities.
Surveying targeted individuals in our 47 million-strong network of consumers and decision makers across NAM, EMEA and APAC.
With analytics powered by our own AI technology, we examine existing data to gain an understanding of existing market information and previous audience understanding.
Powered by machine learning, NLP and generative AI, our toolkit makes it effortless to extract valuable insights from unstructured data.
The path everyone takes with your business is unique, but understanding their journey helps you identify who will be affected by any changes.
By monitoring a cross-section of your audience, we gain real-time feedback on the influence of changes on specific segments, enabling faster decision making and lead times.
Using our secure strat7GPT and your bespoke data, engage with your segments via natural language queries.
We don’t just provide you with a list of solutions. Our team will work with you every step of the way to develop personalised messaging, marketing and offerings for your customer segments.
Our work doesn’t finish when we’ve supplied the insights you need. We’re just as comfortable gathering data as analysing audience segments or aiding ongoing communication alignment.
Our AI capabilities allow us to collect, collate and comprehend vast quantities of data on exactly who your customers are, their motivations, and how you can connect with them most effectively.
With their diverse skill sets and capabilities, our team make us the first choice agency for the brands you know and love, trusted to consistently produce comprehensive and actionable insights.
We’ve delivered thousands of segmentations to inform strategy for the world’s biggest brands.
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Shape your future – where is your future headed and what influences that direction
Define your difference – what helps you win?
Identify your audience – who are they and what do they expect?
Galvanise the business – how do you inspire action?
