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.
En Beneficios 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 Servicios
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
Brandspeak utiliza investigación documental, qualitative focus groups and interviews, ethnography, y encuestas cuantitativas to conduct customer segmentation research.
Por qué Elija ¿Habla de marca?
Our team is a brilliant blend of highly experienced and passionate individuals who share a love for market research. The team is led by our MD Jeremy Braune, who is also Head of Qualitative Research, and a brand strategist with over 20 years’ experience. Jeremy has worked in over 40 international markets for clients including Diageo, Nintendo, AXA, General Motors, British Airways, Santander, Müller Dairy and Lloyds Bank.
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.
Cada uno de los miembros de nuestro equipo possess a unique skill set, ensuring that our clients benefit from a holistic and comprehensive approach to customer segmentation research.
Brandspeak tiene el honor de formar parte de Asociación para la Investigación Cualitativa (AQR) y Sociedad de Investigación de Mercados (MRS). Ser miembro de AQR demuestra nuestro compromiso con la calidad de la investigación en el Reino Unido y en otros países. Destaca nuestro papel en un grupo influyente que da forma a nuestra industria. Nuestra adhesión a MRS, un organismo líder para los profesionales de la investigación, refleja nuestra promesa de mantener los más altos estándares en nuestro trabajo. Nos comprometemos a proporcionar información e investigación de primera categoría, guiados por los principios de estas respetadas organizaciones.
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Paso 2
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Segmentación de clientes Servicios de investigación En Londres
- 1st Floor, 239 Kensington High Street, Londres W8 6SN
- 44 (0) 203 858 0052
- enquiries@brandspeak.co.uk
Educación Recursos Y estudios de casos
Preguntas frecuentes Preguntas
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 es una consultora de investigación líder creada en 2004 por un grupo de colegas con el deseo común de ofrecer investigación y pensamiento estratégico que cambien las reglas del juego.
ESTUDIOS DE CASO
- Innovación mundial en envases
- Superar los problemas de cumplimiento en los servicios financieros
- Reposicionar con éxito una sociedad de crédito hipotecario
- Posicionamiento de la marca y desarrollo de la experiencia del cliente
- Permitir que los miembros del Consejo participen en la investigación
- Optimización de la experiencia del cliente en tiendas de bricolaje
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