Audience & Customer Segmentation Research
Consumer and B2B market segmentation research companies
Customer Segmentation Methods
The golden rule for any customer segmentation is to create something unique and tailored to you. Why? Very simply, if all companies use the same segments they will compete directly with each other and target the same customers with the same solutions. So think differently!
Behavioural
Behavioural segmentation can be an effective solution – as people rarely change the way they do things. This could include behaviours such as shopping habits, usage behaviours (e.g. frequency, quantity, type), and even brand or product loyalty.
Psychographic
Psychographic segmentation divides audiences on softer, more sentiment-based characteristics.
This could include conscious. (and subconscious) beliefs, motivations, and priorities to explain and predict consumer behaviour.
Demographic
Demographic segmentation effectively targets an audience based on their identification.
This could include age, gender, marital status, family size, income, education, social class, occupation, nationality and more.
B2B Segmentation & Firmographics
Unlike consumer segmentation, Business-to-business (B2B) companies will adopt a different approach to customer segmentation, typically using firmographic segmentation and roles and responsibilities to divide up the businesses in a market.
This is similar to demographic segmentation with individual consumers, but instead looks at the characteristics of companies that may become customers. Examples of data to look at include industry, revenue, number of employees and location.
Bringing Your Customer Segmentation To Life
Where businesses often fail, is when brands believe that audience segmentation alone is enough. This method and philosophy has to be embedded into a brand's journey. It involves having employees who have bought to the concept and understand the power of having different segments to makes a company flourish. Ways that make this transition easier are:
Distinctive
Ensuring each of your segments is truly distinctive is a crucial step in making them relatable and easy to understand. Clearly defined personas enable internal teams to act with clarity and confidence.
Unique Messaging
No single message works for everyone. The best segmentation strategies allow you to target each segment individually — using the channels, content, and messaging that truly resonate with them.
Simple
A common mistake is overcomplicating segmentation with too many groups. This makes segments harder to understand, remember, and—most importantly—put into action effectively.
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