Develop and test your ideas
Connect with more customers by knowing exactly what they want
We can also help if you’re re-branding or launching a new sub-brand. Our brand testing and logo testing can show you how your existing audiences will react to new visual branding or a change in name or strapline, as well as gauge how a new brand would go down with potential customers.
Our tools allow you to see how customers actually behave, rather than how you think they will (or even how they think they will). This means you don’t have to make assumptions about how successful your offering will be – you can create and launch new products, services, or brands with confidence.
Persuade more customers by understanding what’s important to them
You’d be surprised by how often the product features you think are most impressive turn out not be the ones that actually make people buy. Using Neural Conjoint+, our own more advanced version of traditional conjoint analysis, we can pinpoint which features, functions, and benefits are most important to people. This works especially well when we can pair it with data from HuPa, our purpose-built customer segmentation tool, as we can tell you which characteristics of your offering appeal most to each group.
Neural Conjoint+ can also tell you which combination of attributes will be most likely to attract people and why. For example, customers might consistently list one benefit as being the most important, but if they were offered a choice between a product that delivered that benefit or a product that delivered two of their lower-priority benefits, they’d actually choose the second option.
This kind of attribute analysis can help at the development stage, guiding which features your product or service should offer, as well as the marketing stage, helping you know which benefits to promote and how.
Convert more customers by pricing your product to fit their budget
There are very few times when people’s interest in a product or service isn’t affected by how much it costs. Whether it’s about pricing it low enough to overcome objections, or high enough to signify value, getting the price right is a dealbreaker.
Our pricing analysis helps you understand how people perceive the value of your offering, what return on investment they expect at different price points, and how it sits against competitor pricing. This means we can tell you exactly how much money your audience are prepared to spend on your product and why. We can also show you what a change in features or benefits might do to how people value the product, and how much more or less they’d be prepared to pay.
Insights like these protect a great product from failing unnecessarily, while also making sure you’re making the maximum amount of profit.
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.
Need help to develop and test your ideas?
We’d love to talk with you about how our insights could help your business grow.
WORK WE’VE DONE
Price and proposition testing: Institute of Directors (IoD)
Due to growing competition, IoD wanted to look into how they could grow their business and attract new members. They’d devised three membership packages and wanted to discover how attractive these different membership options were.
Advertising & brand opinion tracking study – Vision Express
In a competitive market, Vision Express needed reliable ongoing insight into customer perceptions. Since 2010, Clusters has run a regular brand and advertising tracking study.
WHY CHOOSE US AS YOUR MARKET RESEARCH AGENCY?
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.
GET IN TOUCH
Email us: hello@clustersinsights.com
Call us: +44(0) 20 3950 6624
Find us: 85 Great Portland Street, First Floor, London, W1W 7LT
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