segments you can hang your hat on
one size does not fit all
Segmentation research is foundational to building a better understanding of customers across an organization. Its power lies in the potential to represent customers holistically with a tight focus on their wants and needs.
Done well, segmentation can inform every aspect of your business:
- Identification of new markets
- Marketing strategy and tactics
- Product and service development
- Customer service
- Training
insights that fit like a glove
With extensive experience in the field, our segmentation solution combines advanced analytics with database typing for immediate activation or through a set of questions designed for maximum accuracy.
Our research produces segments that are:
INTERPRETABLE
meaningful, intuitive, and manageable enough to internalize
DIFFERENTIATED
distinguished enough to influence strategy based on shared attitudes, behaviors, and needs
REPRODUCIBLE
ensuring stability for the solution
ACTIONABLE
accessible, targetable, likely to respond differently to products, services, and marketing efforts
SIZABLE
large enough to present an opportunity
before and after
Bringing the segments to life creates buy-in, allowing you to leverage a deep understanding of your customer groups to promote brand growth. Our pre and post-segmentation consultations, including activation workshops, assist in crafting compelling narratives that steer your marketing, communication, and innovation strategies.
database typing
Bellomy's database typing tool applies a predictive algorithm to existing data to categorize customers into specific segments without needing additional information.
activation
Activation workshops help stakeholders understand research outcomes and apply them to their roles. Facilitated sessions include brainstorming activities to engage participants, leverage their expertise, and foster ownership of ideas.
microsite
Developed in partnership with the Bellomy Digital Marketing + Strategy team, a web-based microsite that can be accessed by internal teams is the best way to develop and socialize segmentation research. Microsites help keep segments top of mind, allow for quick reference in regard to messaging, and accommodate different learning styles within your organization.
whitespace opportunities
Through occasion-based need state segmentation, gain insight into whitespace opportunities and receive clear guidance on how to capitalize on them.
opportunity mapping
Occasion-based need state segmentation uncovers valuable opportunities that exist among your customers. Opportunity mapping can help prioritize the most valuable opportunities and outline effective ways to pursue each across segments.
Having this ability to segment customers has been invaluable, and we appreciate the partnership Bellomy provided.
—Manager, Customer Insights and Marketing Operations
case study: utility segmentation
To achieve best-in-class customer experience and future-proof against the changing market landscape, Salt River Project (SRP) aimed to provide value beyond basic utility services. To do this, they needed strategic direction for creating exceptional customer experiences and developing innovative products and services to meet customer needs.
Read more to learn how Bellomy's multi-phased segmentation exercise resulted in impactful cultural change and new ways of thinking across the organization.
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