Customer Segmentation

Stop Segmenting Based on Demographics or Behaviors Alone

Customers are more than their age, income or where/how they shop. Many companies use these data points to construct a segmentation strategy, but they often miss the fundamental question: what value are customers seeking from your products/services in order to achieve or avoid their goals?

Organizing customers into value-based segments can help you activate an organization-wide focus on the key factors customers use for making decisions. Our approach to Customer Segmentation leverages qualitative and quantitative data to map customer needs, behavior drivers and psychographic characteristics into different value-seeking segments.

Align Your Organization on the Strategic Focal Points that Matter

Customer segmentation is a critical tool in helping your organization think differently about the needs of customers and uncover new ways to engage them more meaningfully. We partner with your core team to strategically embed this thinking into various pockets of your organization. We believe that customer segmentation must be integrated in order to create value—that’s why we meticulously involve multiple stakeholders in the process to ensure there is shared understanding and adoption of the value-based segments.