The most successful companies build brand loyalty by appealing to the fundamental human needs of their target audience. Our extensive market research and brand strategy practice helps you stay laser focused on your customers.

Customer segmentation can include demographic segmentation (where customers are divided into groups who share common characteristics such as age, education level or marital status), geographic segmentation (which focuses on location), and psychographic segmentation (which prioritizes values, interests and personality traits). In behavioral segmentations, we monitor the behaviors and purchasing habits of your customer base as they interact with a product or service.

Occasion-based segmentation is based on the functional, emotional, and social goals your target audience is trying to fulfill in a given situation. This type of segmentation helps us understand how your target market interacts with products and services on occasions such as birthdays and holidays.

This type of segmentation also reveals how current and potential customers interact with products throughout the day. What beverages do they drink at breakfast, lunch, and dinner, for example? What needs are they fulfilling?

Once you understand the drivers behind a particular group of people’s behaviors on different occasions, you’ll be able to develop new products for customers with similar needs, improve your marketing efforts, and create more impactful marketing campaigns around new products.

When seeking innovation opportunities or trying to align your brand or product portfolio against distinct opportunities, a demand landscape segments groups of consumers and situations.

The output: a matrix that helps you identify the combinations of specific segments and need states that offer the most opportunity for your brands and products. This is key for both growing market share for established products and during new product development.

Since people in different countries respond to surveys differently, we bring cross-cultural measurement expertise to effectively build a global market segmentation. This type of segmentation accounts for nuances driven by culture or local market conditions.

These geographic segmentations are crucial, for example, when developing marketing messages for different segments in new global markets.

Personas help bridge the gap between quantitative findings and the teams who need to use the segments for business decision making.

We combine ethnographic and creative qualitative techniques with powerful design to add richness, texture, and deep human understanding to the numbers. This means that your teams can use the findings from all forms of segmentation in our market research to improve customer experience and brand loyalty.

Activating a segmentation requires stakeholder engagement throughout the study and socializing insights across your organization through activation workshops. The next step: digital activation and database scoring analytics that enable you to custom-target advertising and marketing messaging based on segments’ needs and priorities.