Our Services
-
Identifying and segmenting an organisation’s customer base based on their behaviours and attitudes
-
Enabling a company to understand which customer groups are their primary targets
-
Providing a platform for the company to send more targeted communications to their customer groups, leading to higher customer retention levels
Typical Problems Businesses Face
-
Doesn’t really know who their customers are, how they think, or what they want
-
Is receiving poor returns from marketing spend as they are sending the same message to all clients
-
Is likely to have relatively low client loyalty levels
-
Finds it difficult to motivate employees to engage in marketing focused work if unsure who the customer is
-
Is trying to show different qualities to different customers, diluting the vision of the company and removing any sense of purpose and direction
Clear Advantages
With many years of experience in the field, we are able to address the key attitudinal and behavioural variables that are needed to create natural clusters from which to derive customer segmentation data.
Using cluster analysis software, we identify distinct customer clusters which share similar traits. Thereafter, online qualitative research is frequently used to supplement the quantitative studies with soft insights to provide a more rounded segmentation study.
In some instances, we provide video footage of typical customers in each segment, helping to provide a clear visual picture of the similarities and differences between them.
How It Works
Customer Segmentation has four specific stages, though the last two are optional.
1. Online survey - Sent to customers, the key focus is on attitudinal and behavioural questions, the answers of which we use as parameters for the cluster analysis.
2. Cluster analysis - Once survey is completed, the data file is then run through cluster analysis software, producing various cluster options, meaning that it has picked up sufficient variable responses between respondents to cluster them into groups. Thereafter, we name the clusters based on how their profile relates to the business.
i.e for a clothes retailer, customer segments could be: fashion leaders, fashion followers, mainstream shoppers, value shoppers
3. Online focus groups – Typically 2 groups per customer segment to probe quantitative findings further and uncover what's going on behind the numbers.
4. Video of customer segments – Using this, we’ll bring the segments to life, giving the client a clear idea of who to market the product or service to and helping to clearly communicate to their organisation who their customers are and what drives them.
Main Benefit
Segmenting customers based on their attitudes and behaviours is key to ensure effective marketing. By understanding the key motivations and triggers which excite your different customers, the money you spend on marketing will do more for your brand.
Checklist
Here are a few things you should look for in a Customer Segmentation research provider:
