Why You Need Audience Research

If you want your TV and media production to reach its full potential, you need to be sure you’re broadcasting the right content. It’s about delivering TV channels, packages and schedules which resonate with the right audiences. Approaching your strategy with goals that are too broad or similar to your competitors’ can result in a low return-on-investment, so it is important to draw on data based on the size and demographic of your network’s audience.

Case Study

Discovery Poland wanted to gain a better understanding of its audience in order to optimise its portfolio as part of plans to buy new channels that were outside its usual genres. The team appointed Clusters to run an audience segmentation to help provide a better definition and understanding of its core audiences.


TV audience segmentation

Using analysis tools including our price and proposition testing service, we define exactly where your best opportunities lie. This includes identifying the common pain points of different members of your audience and exploring what their unmet needs are.

We also tell you what pricing structures will appeal most to your audience and which competitors are the most vulnerable. This allows you to aggressively target your activity in specific areas.

As TV and media specialists, we know the industry inside and out and can work with you and your existing data to optimise your portfolio and develop franchise and content growth opportunities.

Using hard data, we can work with you to:

  • Develop a clear understanding of your audience through precision targeting.
  • Expand your portfolio by opening up new channel opportunities.
  • Build franchises by aligning your efforts to the right audience.
  • Grow by taking market share from your competitors, rather than cannibalizing your own content.
  • Track and measure your progress and adjust your goals to ensure continuous improvement.
  • Support understaffed research teams or to provide temporary cover.

As a result, TV audience segmentation will help you achieve a quicker return on the time, money and effort you invest.

For more information call us on +44(0) 20 3950 6624 or email and let us know your specific requirements.

Companies we’ve helped grow


Customer Segmentation FAQs

What is customer segmentation?

Customer segmentation is a way of refining your customer base into smaller groups, based on a set of shared characteristics. These shared characteristics may include a range of attitudes, perceptions, and influences. You can use this information to create highly targeted marketing campaigns, sales strategies, and sell to specific audiences more effectively.

How can customer segmentation help my business?

There are many benefits to breaking down your customer base into similar groups for targeted marketing and sales strategies. Especially when this is outsourced to a specialist segmentation agency such as Clusters. Ultimately, customer segmentation results in more effective marketing and business growth. The insights that you gain will help you to answer key questions such as:

  • Will a particular group respond positively to an offer?
  • Which groups will deliver the most profit and growth?
  • Where can we find them?
  • What’s the best way to get their attention?
  • What will it take to convince them to buy in?
Which types of businesses need customer segmentation research?

All businesses can benefit from customer segmentation research, whether they are large or small, established or new, B2C (business-to-consumer) or B2B (business-to-business). However, the way in which this research is conducted might differ depending on their industry and their target market. For example, B2C businesses might prefer to segment their audiences based on factors such as lifestyle, beliefs, attitudes and values. Whereas B2B marketers may choose to focus on industry, location, payment terms or other factors. 

We can help you to determine which factors to use to segment your audience, based on the nuances of your business. Get in touch to learn more.

How reliable are customer segmentation tools?

There are many different customer segmentation tools available, some of these you may have come across before from ‘mainstream’ providers. The trouble with these is that they typically only have an accuracy rate of around 70%. Getting accurate data is essential to maximising the returns on your marketing investments, which is why we developed our own customer segmentation software which is much more reliable. 

HuPa, our deep-learning modelling tool, is specially adapted for segmentation-based market analysis and geo-modelling. It’s particularly known for its strong clustering capabilities (which is where we got our name from) and it's almost-complete lack of human bias. With a 98% accuracy rate, we believe it's still the most consistent, reliable customer segmentation tool in our industry.

Why choose Clusters to carry out your customer segmentation research?

With many different agencies and providers of customer segmentation software to choose from, why should you choose us to carry out your segmentation research? 

We’re a market research agency who specialise in customer segmentation. Our team is made up of experienced, perceptive data scientists with exclusive access to HuPa, the industry’s most accurate customer segmentation tool. We identified a problem with mainstream tools which did not deliver reliable data, so we developed a completely new approach with our custom-built software. Our experience, knowledge and tools are unrivalled when it comes to customer segmentation. 

Our research provides you with the most accurate (98%) results, so you can minimise wastage in your marketing budget and drive business growth. Get in touch today to discuss your customer segmentation project.


BP Marine Fuel testimonial

“Clusters played a critical role in the development and implementation of our customer-driven strategy. We had our most profitable year ever, growing margins by 50% and delivering 4x the plan. The volume through the two key high value segments as identified by Clusters were grown by 42% and 30% respectively. This is segmentation in operation driving the performance of the business.”


Richard Durant, Head of Marketing & Product Development at BP Marine Fuel

Quayside Clothing testimonial

“The market intelligence provided by Clusters has provided the foundation for our growth. Since using the Clusters data we’ve seen a 60 to 80% increase in revenues.”


Simon Turner, Marketing Manager, Quayside Clothing


We'll give you more accurate insights

We don’t rely on mainstream market tools, which only have an accuracy rate of around 70%. We have our own purpose-built audience analysis software, which gives us data that’s 98% accurate. So when you work with us you’ll know you’re basing high-stakes business decisions on consistent, reliable information.

We'll keep the focus on people

While our work is firmly rooted in data and analytics, we never forget that what we’re really studying is human behaviour. Every set of numbers is designed to reveal the reality of how people think, feel, and behave, and every insight we bring to you will directly affect how your customers interact with your brand.

We'll make it easy to take action

Our team all have in-house marketing or research experience, so we know exactly how you’ll need to apply our discoveries in your day-to-day work. Although our research is thorough, we don’t drown you in numbers. We interpret what we find and present you with strategic, practical insights you can put into action right away.



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