Customer segmentation

Communicating with customers is a priority for almost any business but it would be impossible to do this on a one-to-one basis.

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Marketing professionals overcome the challenge by segmenting existing and potential audiences into distinct groups, so that different messages can be tailored to each one. All too often, customers are only segmented along demographic lines according to age, gender and location – however at Clusters, we believe this only tells half the story. To gain a better understanding of how different groups will respond to your brand, product, service, offer or marketing campaign, it is essential to look at their attitude and behaviour, as well as their motivations and barriers to purchase.

customer segmentation

Why do you need customer segmentation?

No company has an unlimited marketing budget, which means resources need to be concentrated in areas that will maximise the return on investment. While demographic research relies on assumptions, our methods generate evidence-based data that can be used to drive more successful campaigns.

Customer segmentation is vital in answering questions such as:

  • Will someone respond positively to an offer?
  • Which groups will deliver the most profit and growth?
  • What is the best way to engage with them?
  • How can they be convinced to buy a product or service?

segmentation research

How can we help?

Clusters has been delivering customer segmentation research across business and consumer sectors in over 30 countries for more than a decade.

Our software offers a far higher degree of accuracy on segmentation compared to the other industry-standard methods such as k-means. Rather than blinding you with numbers, we also help to break the data down and ensure that customers remain at the centre of the business.

customer segmentation

Your next step

Ultimately, our clients succeed because they use our market research and advanced analytics to speak directly to their customers.

To find out more, take a look at our client case studies or get in touch with us.

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