HuPa: 98% accuracy in segmentation vs. 70% industry standard
Most market tools group people by age or location, offering only 70% accuracy. Our proprietary customer segmentation tool, HuPa, analyses behaviour and motivation. We tell you how your customers think, what they value, and why they buy.
See the moments that shape customer decisions
Understanding your audience is only part of the picture. Knowing how they move through their decision journey is what drives change.
We map the customer journey to identify the key moments that influence behaviour — from early awareness through to purchase and long-term loyalty.
This helps you:
- Remove friction from the customer experience
- Prioritise investment where it will have the greatest impact
- Align messaging with real customer needs
By connecting audience insight with journey understanding, we help you create experiences that feel relevant and effective at every stage.
Trusted by organisations focused on growth
Work we’ve done
Our audience insight projects help organisations solve real commercial challenges — from improving targeting and refining positioning to identifying new growth opportunities.
Discovery Poland: Portfolio optimisation
Clusters supported Discovery Poland through audience segmentation projects designed to strengthen portfolio strategy and support key commercial decisions. By building a deeper understanding of viewer behaviour across factual, lifestyle and sports channels, the work enabled Discovery Poland to optimise channel positioning, launch new networks with confidence, and avoid audience cannibalisation. The segmentation became a strategic tool informing programming, marketing and rebranding decisions, while also helping to provide a clear, evidence-based narrative in negotiations with cable providers. The outcome was stronger portfolio targeting and improved alignment with priority commercial audiences.
MBC: Growing viewing share
Clusters supported MBC Group in strengthening viewing share and reinforcing its market leadership through a detailed viewer segmentation across key territories. The project provided a clear understanding of how and why audiences engage with different channels, helping teams optimise programming, scheduling and marketing decisions while reducing internal channel cannibalisation.
Turner: TV audience reporting
Clusters supported Turner in transforming a time-intensive monthly reporting process into a faster, more scalable and insight-driven system. By automating complex multi-market TV and online performance reporting, the project enabled the research team to move away from manual data handling and focus on analysis and decision support.
Why work with Clusters
We combine deep research expertise with commercial understanding, ensuring insight is always practical, clear and actionable.
Our team works collaboratively with clients to move beyond data collection and deliver understanding that supports real decision-making.
When you work with us, you gain:
- Behavioural insight grounded in real-world decision-making
- Strategic thinking that connects research to outcomes
- Clear recommendations you can act on with confidence
Ready to understand your audience more clearly?
The better you understand your audience, the easier it becomes to make confident decisions that drive growth.
Whether you are looking to refine your targeting, strengthen your positioning or uncover new opportunities, we can help you turn insight into action.
Latest insights
How many people do you need for market research?
One of the most common questions when planning a market research project is how many people you actually need to speak to. But the right number depends on what you're trying to find out, who you need to speak to, and how you intend to use the results.
What should you do with a customer segmentation?
A good customer segmentation can be hugely insightful; it gives you a much clearer understanding of the different types of customers in your market, what they need, what motivates them and how their behaviours and attitudes differ. By the end of a project, teams often feel they understand their customers in far more depth than they did at the start.
How to design a great concept testing project
Concept testing sounds fairly straightforward; you have an idea, you show it to some potential customers and you ask what they think. If the response is positive, then surely you’re onto a winner? However, to get this research right, there's a fair bit more to consider.
Is AI about to change back-to-school shopping?
Every August, many retailers prepare for one of the biggest moments in their calendar. Parents begin buying uniforms, stationery, shoes, backpacks, lunchboxes, and technology, while brands compete to be found first when shoppers start searching.
“We think our customers want…” – a familiar phrase in client meetings
Most of the clients we work with have ideas about what their customers value, what's likely to encourage someone to buy and where the biggest opportunities for growth are. These early conversations are often one of the most valuable parts of any new project, as it helps set the context for our project team.
How much does market research cost?
One of the first questions businesses ask when considering market research is: "How much is this going to cost?"