02.4 · Create Better Customer Experiences
Consumer Segmentation
Divide your market into meaningful, actionable segments — with archetypes and personas that teams can use to target, design and communicate.
Insight
Questions we help you answer
- Q1
Which groups of customers exist, and how do their needs differ?
- Q2
Which segments are most valuable to target?
- Q3
How do we reach and serve each segment?
Methodology
How we approach it
- 1
Explore needs
Use qualitative research to surface the needs, attitudes and behaviours that separate customers.
- 2
Segment
Run a quantitative study and advanced analytics to build a robust segmentation.
- 3
Bring to life
Create archetypes and personas that make each segment easy to understand.
- 4
Activate
Build tools to classify customers and plan targeting, product and messaging.
Methods we use
- Segmentation analytics
- Archetypes & personas
- Quantitative surveys
- Qualitative deep dives
Deliverables
What you get
- Segmentation model and sizing
- Archetypes and personas
- Segment targeting strategy
- Classification tool
Case studies
Case studies are on their way.
We're preparing published examples of our consumer segmentation work. Ask us for relevant experience in your category — we're happy to walk you through it.
More in Create Better Customer Experiences
- Customer Experience & LoyaltyMeasure and improve satisfaction, advocacy and loyalty — and find out which parts of the experience actually drive customers to stay, spend and recommend.
- UX & Product ExperienceTest how people really use your products, apps and websites — and fix the usability issues that stand between them and a great experience.
- Customer Journey OptimizationMap the end-to-end customer journey across channels to find the moments of friction and delight — and redesign the ones that matter most.
- Communities & Continuous ListeningStay close to customers between projects with online research communities and always-on listening that feed decisions week after week.
- AI-powered Consumer SimulationExplore consumer reactions early with AI-simulated respondents built from real research data — for fast, directional answers that are then confirmed with real people.
Talk to us about Consumer Segmentation
Tell us about the decision in front of you and we'll recommend the right design, sample and timeline.