Expert UK Customer Segmentation Research Agency
Brandspeak uses a range of segmentation research methods to divide your customer base into a small number of targetable segments, each with distinct characteristics.
- Delivering more impactful communications
- Provide the right brand experience
- Create distinct customer profiles
What Is Customer Segmentation Research?
Customer segmentation research breaks your B2C or B2B target audience down into smaller, targetable segments based on shared characteristics such as needs, attitudes, behaviours, demographics, and location.
إن المزايا of Customer Segmentation Research
Deliver more impactful communications
Quite simply, marketing communications that show real understanding of the target consumer’s situation, needs and expectations receive more attention and are more likely to be acted upon.
Segmentation enables you to first identify and then target the core needs of your priority customers, with more impactful messaging that enables you to stand out from the competition.
Providing the right brand experience
It's not just your product or service that must satisfy the needs of your customers. If they aren’t receiving the experience they expect from your brand every time they encounter it, your rates of acquisition and retention will suffer.
Using a segmented approach, you can identify the ‘must have’, brand experience requirements of your key customers, so you can ensure that by whichever channel they come in contact with – before or after purchase, - they are receiving the brand experience they need.
Planning for the future
Customer segmentation enables you to plan for the future with much greater clarity – and certainty.
Whether you are planning a brand extension, to enter a new market with an existing brand, or to create an entirely new service, customer segmentation enables you to identify and develop the right proposition and positioning, targeted at just the right audience.
Some Of Brandspeak's Customer Segmentation الخدمات
Demographic Segmentation
Demographic segmentation is simple and cost-effective because it is based on criteria that are relatively easy to identify, such as age, gender, family profile, employment, income, and education.
Despite its simplicity, this form of segmentation can be highly effective because demographics usually play a significant role in determining how people respond to marketing messages and buy products.
Behavioural Segmentation
Whilst demographic segmentation offers simplicity, it lacks sufficient nuance and detail for many types of products or service.
Behavioural segmentation adds another layer of insight. For example, you can segment your customers according to how the product or service is bought, how it is used, the frequency with which it is used, the different occasions on which it is used, and the different channels by which customers contact you.
Psychographic Segmentation
This approach segments customers according to personality characteristics, including emotional needs, attitudes, beliefs, and preferences, Psychographic segmentation is the most complex and nuanced segmentation approach and may involve both qualitative and quantitative research, as well as statistical analysis and modelling.
Brandspeak's Customer Segmentation Methods
استخدامات براندسبيك البحث المكتبي, qualitative focus groups and interviews, ethnography, و الدراسات الاستقصائية الكمية to conduct customer segmentation research.
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فريقنا مزيج رائع من الأفراد ذوي الخبرة العالية والشغوفين الذين يتشاركون حب أبحاث السوق. يقود فريقنا المدير الإداري جيريمي براون، وهو أيضاً رئيس قسم الأبحاث النوعية، وخبير استراتيجي للعلامات التجارية يتمتع بخبرة تزيد عن 20 عاماً. وقد عمل جيرمي في أكثر من 40 سوقاً دولياً لصالح عملاء من بينهم دياجو ونينتندو وأكسا وجنرال موتورز والخطوط الجوية البريطانية وسانتاندر ومولر للألبان وبنك لويدز.
Mark Bagnall is our Head of Quantitative Research and a senior figure in the market research industry, with over 20 years’ experience. Mark’s expertise in consumer and B2B market and customer segmentation studies is extensive, having led segmentation studies for domestic brands such as Sky TV and global players such as EA Games. His work has spanned across many sectors including gaming and tech, entertainment, financial services, food and drinks, clothing, FMCG, and many more.
كل من أعضاء فريقنا الأوسع نطاقاً possess a unique skill set, ensuring that our clients benefit from a holistic and comprehensive approach to customer segmentation research.
تتشرف Brandspeak بأن تكون جزءًا من جمعية البحوث النوعية (AQR) و جمعية أبحاث السوق (MRS). إن كوننا عضوًا في AQR يدل على التزامنا بالجودة في مجال البحوث في جميع أنحاء المملكة المتحدة وخارجها. وهو يسلط الضوء على دورنا في مجموعة مؤثرة تشكل صناعتنا. ويعكس انضمامنا إلى هذه الهيئة، وهي هيئة رائدة للمتخصصين في مجال البحوث، وعدنا بالالتزام بأعلى المعايير في عملنا. نحن ملتزمون بتقديم رؤى وأبحاث من الدرجة الأولى، مسترشدين بمبادئ هذه المنظمات المحترمة.
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الأسئلة الشائعة الأسئلة
Customer segmentation classifies customers into groups based on shared characteristics, which enables brands to tailor their messaging, marketing strategies, and products to target each part of their customer base more effectively.
The four main types of consumer market segmentation are demographic – by age, gender, etc; geographic – by country or region; behavioural – by observable or measurable behaviours; and psychographic – by attitudes, opinions, and preferences.
Like most market research, there are a variety of methods, and each project should be designed to meet specific business needs. In general, segmentation is a quantitative exercise, but it can be informed by background desk research, qualitative and even ethnographic studies.
Brandspeak هي شركة استشارات بحثية رائدة تأسست في عام 2004 من قبل مجموعة من الزملاء الذين لديهم رغبة مشتركة في تقديم أبحاث تغير قواعد اللعبة والتفكير الاستراتيجي.
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