Segmentation is critical for getting to know your true customers
Combining traditional and occasion-based, need-state segmentation processes to produce a more robust, modern vision of the market and determine where needs aren't being met
Segmentation is foundational — it's a building block for customer research. Without this up-to-date understanding of customer likes, habits, tendencies, and preferences, you won't be able to communicate with them effectively.
However, when need-state and usage occasions are overlaid on top of a traditional, people segmentation, it can clearly identify whitespace opportunities in the market. The combination of traditional segmentation and occasion-based, need-state segmentation processes gives insight into who your ideal customers are, who they aren't, and what emerging needs you can meet for them. Our end-to-end, 360° approach uses in-house, customizable methods to create the segmentation right for you.