Customer Segmentation
Optimise your brand's marketing and sales journey through Improved Targeting and Customer Segmentation Research
Segment for Success
A segmentation at the heart of your business can transform your marketing and business success – we can show you how
Customer Segmentation Methods
The golden rule for any 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 go after the same customers with the same solutions. So Think Differently!
Behavioural
Behavioural segmentation can be an effective solution – as people rarely change their behaviours. This could include behaviours such as shopping behaviour, usage behaviours (e.g. frequency, quantity, type), and even brand or product loyalty
Psychographic
Psychographic segmentation divides groups based on more unique characteristics.
This could include subconscious or conscious 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, occupation, nationality, and more.
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B2B Segmentation & Firmographics
Unlike Consumer Segmentation, Business-to-business (B2B) companies will adopt a different approach to segmentation – typically using firmographic segmentation and roles & 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 Customer Segmentation To Life
Where businesses fail, is when brands believe that segmenting their customers is enough. This method and philosophy have to be embedded into a brand's journey, having staff who have bought in and understand the power of having different segments is what makes a company flourish through segmentation. Ways that make this transition easier are:
Clarity
Having a clearly defined set of customer personas, allowing the segments found to be assigned and relatable for staff
Clarification
Behaviours and attitudes are a key segment to understanding subliminal decision-making factors
Book an Appointment Today
Would you like to have a quick chat about customer and segmentation research with one of our onboarding team? If so please feel free to book an appointment with us.
Alternatively please give call us on 0203 693 3150 or use the contact button below.
