Market Segmentation

Traditional segmentation has often been overly complex, fixated on irrelevant differences, too backward-looking, and lacking in clear, actionable outcomes. As a result, insights have often felt disconnected from real-world opportunities and failed to highlight the broader commonalities that enable true scalability.

Our approach makes segmentation a core element of strategic decision-making. We focus on uncovering the real drivers of consumer choice within a category, identifying genuine growth opportunities based on both volume and value. By analyzing category dynamics, we track where the revenue is flowing and clarify the critical success factors for winning with each segment—delivering insights that are both compelling and practical.

There are many ways to segment a market, each with its own level of complexity. Choosing the right method requires a deep understanding of the market landscape, business goals, and the specific priorities of key stakeholders.

Solutions can range from a light-touch analysis using existing data to a fully customized and comprehensive segmentation study.

For a complete segmentation solution to be truly effective, it must satisfy several essential criteria:

Recognisable and relevant:

Segments should be easy for stakeholders to understand and act upon, aligning well with business needs and objectives. The ideal segmentation strikes a balance between statistical robustness and practical usability.

Clearly defined yet distinct:

Each segment should consist of individuals with shared needs, behaviors, and traits that set them apart from those in other groups.

Reachable and actionable:

Segments must be accessible and targetable using the tools, channels, and resources available, enabling efficient implementation.

To support a deeper understanding of each segment’s unique behaviors and needs, we use our Segment Footprint methodology, which gives clients the clarity needed to articulate differences in a meaningful way.

We also offer tools and frameworks that integrate segmentation insights into broader initiatives, using targeted questions to predict and replicate segment membership across various studies.

And of course, our commitment doesn’t stop there—we provide ongoing guidance and support to ensure long-term success.