Consumer and market
Consumer segmentation research
Divide your market into meaningful groups by needs, attitudes and behaviour, and focus on the segments that matter.
Send a briefA brand that tries to appeal to everyone often appeals to no one. Segmentation divides the market into groups with similar needs, attitudes and behaviour, clarifying which product and message to use for whom.
We go beyond demographics, measuring values, needs, category relationships and buying behaviour, and use statistical clustering to build clearly distinct segments, each described by size, value and reachability.
Questions this research answers
- Which consumer groups exist in our market?
- How do their needs differ?
- Which segment is most valuable and reachable?
- Which product and message fits each segment?
- Where are our current customers concentrated?
Methods we use
Large-sample consumer survey
Factor and cluster analysis
Attitude and value scales
Segment profiling
Qualitative deep dives
What you receive
- Segment map and sizes
- Segment profiles (personas)
- Target segment recommendation
- Product and communication guidance
Frequently asked questions
Reliable clustering usually needs a large sample; we set the exact number in our proposal.
Yes, with a short classification question set.
It depends on how fast the market changes; updates every few years are typical.
Let’s design the right study for your question.
Tell us briefly what you need; we reply within one business day.