Market Segmentation

We help organisations to achieve a competitive advantage by adopting targeted marketing strategies that focus on objectively defined customer groups.

What is Segmentation

Segmentation, also known as cluster analysis, is the process of grouping your target audience based on shared characteristics, behaviours, or attitudes. Each segment consists of individuals who are similar to each other but distinct from those in other groups. The result is actionable insights that allow businesses to tailor messages, offers, and strategies to each audience.

How we Help

We analyse data to objectively identify similarities and differences across your audience, forming clusters that are internally consistent yet distinct from one another. By combining statistical analysis with practical business insight, we ensure the segments are meaningful, actionable, and directly relevant to your marketing goals.

Our Approach

We start by understanding your business objectives and the marketing challenges you face. This informs the development of measures used to differentiate your audience effectively.

Next, we examine various clustering solutions to define a set of segments that minimise variation within each group while maximising differences between groups. Our approach balances objective analysis with practical considerations, ensuring segments are not only statistically sound but also realistic and marketable.

This is illustrated in the diagram below:

Key Outcomes

Once developed, we validate that each segment is practical, believable, and actionable — enabling your business to design marketing strategies that resonate with each unique group.