Target market
Understanding your audience
Find more customers by knowing who’s most likely to engage with you
Whether you’re launching a new product, service, or brand, you’ve got to get the lay of the land. Our deep-data-driven market scoping will show you the audiences most likely to respond to your offer, as well as mapping out who your competitors are, how they position themselves, and the opportunities they’re missing.
Plus, if your business has a physical presence, our geo-network optimisation tools can tell you how different locations are performing and why. So you’ll know where best to open up stores or offices, which parts of your network need improvement, or if there are any locations that don’t (or won’t) work for you.
These kinds of detailed market insights help you know exactly how to develop your offering to meet people’s needs, as well as how and where to sell to them once you’re up and running.
Attract more customers by speaking their language
It’s common practice to segment existing and potential audiences, so different messages can be tailored to each group. But most tools split people according to demographics like age, gender, or geographical location – and they only have an accuracy rate of around 70%. Our purpose-built customer segmentation tool HuPa focuses instead on how people think and behave, which is a much more meaningful distinction – and it gives us data that’s 98% accurate.
HuPa helps us group people by similarities in what motivates them to make a purchase in your category, what might stop them buying from you, and what kind of messages and communication style they’ll respond to best. Then, through a mix of illustrations and pen portraits all drawn from hard data, we give you a detailed picture of their attitudes, perceptions, and influences.
Truly understanding your audience means you can adapt what you say about your business and how you express it, talking to each group in the way most likely to drive action. You’ll be able to focus your marketing budget on the groups you know are most responsive and most valuable, dramatically improving your ROI.
Keep more customers by learning how to solvetheir problems
There are many different points on a person’s journey to becoming a customer, from their first glimpse of your brand through to the decision to buy. So it’s no surprise that lots of people drop off along the way. But now with our customer journey mapping you can find out exactly where they drop off and why, giving you the power to do something about it.
With some help from our bespoke audience analysis tool, HuPa, we can look at each segment in detail, understanding the barriers to buying for each one. For some people it will be seeing the same product cheaper somewhere else, some might feel the order process is too complicated, and others might be turned off by a key piece of messaging.
Once you understand what and where the barriers are, you can overcome them. Whether it’s changing your messaging, addressing pricing, simplifying the order process, or sending prompt emails when people abandon their carts, solving customer problems is key to improving your conversion rates and upping your sales.
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 understanding your audience?
We’d love to talk with you about how our insights could help your business grow.
WORK WE’VE DONE
PORTFOLIO OPTIMISATION: DISCOVERY POLAND
Discovery Poland wanted to gain a better understanding of their audience in order to optimise their portfolio, in particular looking to buy new channels that were outside their usual genres.
Customer segmentation for FWD Insurance
FWD set out to change the way people feel about insurance. The Asia insurance market is crowded so precise targeting is critical: the right people with the right brand proposition, products, services and communications.
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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