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.

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.

The Benefits 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 Services

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 uses desk research, qualitative focus groups and interviews, ethnography, and quantitative surveys to conduct customer segmentation research.

Why Choose BrandSpeak?

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.

Each of our wider team members possess a unique skill set, ensuring that our clients benefit from a holistic and comprehensive approach to customer segmentation research.

Brandspeak is honoured to be part of The Association for Qualitative Research (AQR) and The Market Research Society (MRS). Being a member of AQR demonstrates our commitment to quality in research across the UK and beyond. It highlights our role in an influential group that shapes our industry. Joining MRS, a leading body for research professionals, reflects our promise to uphold the highest standards in our work. We are committed to providing top-notch insights and research, guided by the principles of these respected organisations.

Brands We've Worked With

Customer Testimonials

I have worked with Brandspeak for some time now as a supplier, writing content such as blogs and articles. You can tell a lot about a company by how it treats suppliers – especially freelancers. Jeremy is unfailingly thoughtful and responsive, gives detailed, clear and easy to follow briefs, always gives feedback and – the holy grail for freelancers – pays super fast. Overall, a pleasure to work for.

Judith Staig

Brandspeak are a highly professional research agency. As a supplier they are welcoming, easy to work with and always appreciative of the services I supply. I look forward to continuing our enjoyable, working relationship in the future.

Sarah Taylor

TEAKI LTD

Brandspeak is an absolute pleasure to work with! I’ve collaborated with them on a few projects for online research for their clients. The experience they bring to each and every project is very thorough, and their survey design work is very well put together. Looking forward to many more projects with the folks at Brandspeak!

Ann Spelman

Professional & friendly with a great team to support your research needs!

Lauren Williams

We worked with Brandspeak on a brand awareness project and we were extremely pleased the quality of service and the process. They understood the complexity of the briefs and ask plenty of questions to make sure they fully understand the objectives. They interacted with all levels of people in our business and understood the differences within the market and suggested ways to tie the research together so it was still comparable. The results were delivered with easy to digest summaries that could be used across the business. We would highly recommend using them

Steven Hughes

Regatta Ltd

Brandspeak are fantastic to work with. They listened to our brief carefully, understood exactly what was required, then got cracking. They delivered exactly what we were after, presenting to us often complex data in an easy-to-understand fashion, enabling us to take the work forward and really make use out of it. Mark in particular was amazing to work alongside, and I wouldn’t hesitate to recommend both him and Brandspeak in the future. Thank you!

Sam Heague

Extracover Limited

Brandspeak were very helpful through this project. With regular check ins with the team to finesse the brief, through to consistent communication during the research and results delivered promptly, I can’t fault the team. The results have been helpful in shaping the future of our brand strategy

Harry

Brandspeak were a pleasure to work with. They’re extremely helpful and professional and truly experts in everything they do. They were able to help us and provide valuable knowledge throughout the entire process, from helping curate survey questions, carrying out the research and feeding back the results in a clear and proficient way, all with exceptional communication. Thank you Mark Bagnall and the Brandspeak team. Would recommend and definitely use again.

Grace Hughes

Blink

Working with Jeremy from Brandspeak has opened my eyes to how powerful good quality quantitative data can be to inform and drive better business decisions.

Adrian Chatterton

UK Product Manager, Spine & Orthobiologics, Stryker

We worked with Brandspeak on some qualitative research for a significant redesign of our products and our brandmark. Their approach was extremely professional, they took the time to clearly understand the brief and overall were very informed in the world of research. I wouldn’t hesitate to recommend them or use them again in the future.

Victoria Leigh-Pearson

Director, Group Sales & Marketing, John Ross Jr (Aberdeen) Ltd/Coln Valley Smokery Ltd/PR Foods

From the moment I contacted Brandspeak I can’t thank Jeremy and his team enough. Offering a professional approach they took the time and effort to make the whole process easy and effortless. I highly recommend Brandspeak and look forward to working with them again in the future.

Verity Kimber

EU Transition Manager, SHOTT Beverages

Brandspeak helped us with getting invaluable market insights! They showed great flexibility and professionalism throughout the entire process and provided us exactly with the results we needed. I would recommend working with Brandspeak to anyone and anytime.

Tom Suberg

IT Project Manager at J.H. Tönnjes E.A.S.T. GmbH & Co. KG

Brandspeak recently conducted a complex and sensitive piece of research for us across the US, China, India and Europe. The work was carried out with the utmost professionalism (particular thanks to Jen!) and has provided us with invaluable insights that exceeded our expectations. A great team to work with and thoroughly recommended!

Tom Green

Marketing Manager | Industrials Group. Garner Denver Limited

How To Get Started

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Customer Segmentation Research Services In London

Educational Resources And Case Studies

Blog

What is market segmentation and why do you need it?

Blog

How to conduct market segmentation research

Case Study

Successfully Repositioning A Building Society

Case Study

Brand Positioning And Customer Experience Development

Case Study

DIY Store Customer Experience Optimisation

Frequently Asked Questions

What is customer segmentation research?

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.

What are the 4 types of consumer market segmentation?

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.

How do you research segmentation?

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 is a leading research consultancy formed in 2004 by a group of colleagues with a shared desire to deliver game-changing research and strategic thinking.

CASE STUDIES

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