What We Do
At LRW (now Material), our job is not to do “great segmentations” (although we do); our job is to improve customer experience and help you reach new markets. That’s why we custom craft occasion segmentations, global market segmentations, and other types of segmentations to enable you to improve customer retention and expand your customer base.
We prioritize meaningful demographic segments and then develop activation strategies to make sure we’re reaching your target audience, using a collaborative, hypothesis-driven process to figure out the buying habits of your target customers.
With a blend of qualitative and quantitative methodologies and best-in-class market segmentation strategies, we’ve helped the world’s top companies define, develop, position, and track their brands to fuel continuous growth.
Problems We Solve
The benefits of market segmentation are substantial. Whether your goal is innovation, improving communications or customer service transformation, improving market share, or launching a new product in a different market, we use market segmentation to ensure you focus your energy, creativity, and resources on the most valuable customer segments.
Read on to learn about different types of market segmentation:
The most successful brands build strong bonds with customers by appealing to their fundamental human needs. Our extensive brand strategy practice helps you build a memorable and consistent brand that’s laser focused on your customers. With a blend of qualitative and quantitative methodologies, we’ve helped the world’s top companies define, develop, position, and track their brands to fuel continuous growth.
Occasion-based segmentation groups customers’ buying or using occasions based on the functional, emotional, and social goals they are trying to fulfill in a given situation. We'll help you refine your advertising and communications to target the right set of consumers when they're most receptive.
When seeking innovation opportunities, or trying to align your brand or product portfolio against distinct opportunities, a demand landscape segments both people and situations. The output: a matrix that helps you identify the combinations of target segments and need states that offer the most opportunity for your brands and products.
Global Market Segmentation
Since people in different countries respond to surveys differently, we bring cross-cultural measurement expertise to effectively build a global market segmentation to account for local nuances driven by culture or local market conditions.
Bring Segments to Life
Persona creation helps bridge the gap between quantitative findings and the end users who need to embrace the segments. We combine ethnographic and creative qualitative techniques with powerful design to add richness, texture, and deep human understanding to the numbers, so that your stakeholders can embrace and act on your segments.
Target Segment Activation
Activating a segmentation requires stakeholder engagement throughout the study, 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 messaging based on segments’ needs and priorities.