Segmentation is often thought of in the context of big consumer samples. But we also find that segmentation techniques add value to research findings in a variety of other contexts.
We often use segmentation in non-traditional ways to generate insight and it doesn’t always have to be about segmenting people – for example we can use segmentation techniques to build brand personalities. But ultimately segmentation is a great way of making complex data readily understandable and usable.
We use a variety of statistical techniques to build segmentations. We have the experience to recognise what approach will work best for a given context. Above all, segmentation is a collaborative and iterative process – but the goal is always the same: an actionable solution.
To find out more, contact Tom Vannozzi or Alex Johnston