Since the limits of marketing budgets mean that’s not possible, the next best thing is to divide people up into groups with key commonalities. But while standard segmentation categorises people by demographic data – like where they live, how old they are, their gender, their occupation, etc – we focus on understanding their mindsets and behaviour.
Thanks to our purpose-built customer segmentation tool HuPa, we can group people by similarities in what motivates them to make a purchase, 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.
HuPa is significantly more rigorous than mainstream segmentation tools too, which only have an accuracy rate of around 70%. HuPa gives us data that’s 98% accurate. We’ve also used it to do this kind of customer segmentation research in more than 30 different countries for a wide mix of industries, so we know it works across cultures and sectors.