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Segmentation services​

Enhance your GTM effectiveness with detailed segmentation​

Segmentation specialists

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.

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Segmentation clients

Case study

Skyscanner

Enhancing their traveller first strategy

Case study

Burger King

How a long-term partnership with Bonamy Finch sharpened Burger King’s strategic edge

Case study

Pernod Ricard

Developing a segmentation tailored for wine consumers, and wine consumption occasions

The three types of segmentation:

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?

Our segmentation offering helps you

Improve sales and marketing material

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.

Inform innovation and new offerings

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.

Enhance customer relations

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.

Find a competitive advantage

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.

Diversification/risk mitigation

Armed with an understanding of the needs of specific customer groups you can target new offerings and expand into new markets with confidence.

Understand your customers and market

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.

Demographics

Who your customers are based on measurable factors like age, gender, income, education level, marital status, occupation, and geographic location. 

Psychographics

The influencing factors behind consumer choices that require deeper understanding – lifestyle, personality, social class, religious faith, personal values and other traits.

Behaviours

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.

The power of Hybrid Segmentation

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.

  • By combining demographics and psychographics, we can help a clothing brand pick out young urban professionals that care about fashion, sustainability and social responsibility. 
  • A supermarket chain could use demographic and behavioural data to target families who buy organic with complementary products. 
  • With psychographics and behavioural data, a streaming service could create advertising tailored to regular documentary watchers who care about nature and the environment.

Our transformational segmentation process

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.

Our segmentation tools

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.

Surveys and polls

Surveying targeted individuals in our 47 million-strong network of consumers and decision makers across NAM, EMEA and APAC.

Extensive desk research

With analytics powered by our own AI technology, we examine existing data to gain an understanding of existing market information and previous audience understanding.

Unstructured data synthesis

Powered by machine learning, NLP and generative AI, our toolkit makes it effortless to extract valuable insights from unstructured data.

Customer journey mapping

The path everyone takes with your business is unique, but understanding their journey helps you identify who will be affected by any changes.

Insight communities

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.

Segmentation chatbot

Using our secure strat7GPT and your bespoke data, engage with your segments via natural language queries.

Why work with the STRAT7 segmentation team?

Flexible and collaborative

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.

End-to-end strategy

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.

AI-fed, human-led

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.

Diverse team of experts

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.

Demonstrated history of success

We’ve delivered thousands of segmentations to inform strategy for the world’s biggest brands.

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Paul Jackson

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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?

Discover fresh ideas and perspectives

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