Online Surveys
Quantify attitudes and behaviours at scale, providing the statistically robust data needed to define and size segments.
Understand your audiences
Customer Segmentation Research
As a trusted customer and market segmentation research agency, we enable brands to identify and prioritise their most valuable audiences, understand their needs, and communicate with their chosen market effectively and precisely.
By segmenting your customers into meaningful clusters, Brandspeak delivers clarity on who to prioritise, what they need and how to reach them with precision.
What Is Customer Segmentation Research?
Customer segmentation research divides B2C or B2B audiences into smaller groups that share similar needs, motivations, behaviours or characteristics. These groups provide clear understanding of how customers think, decide and interact with your category.
Segmentation allows brands to move beyond basic profiling and uncover meaningful behaviours and attitudes that influence purchase behaviour and experience expectations. If built robustly, a segmentation model can act as a strategic tool with which to drive marketing strategy and campaign development, product development, brand positioning and customer experience investment.
The main output of a segmentation is a set of distinct, data-grounded customer groups that can be confidently targeted with relevant propositions, compelling communications and differentiated brand experiences.
Benefits of Customer Segmentation Research
Customer segmentation enables brands to understand their audience more deeply, focus resources intelligently and create experiences and communications that resonate more powerfully.
Sharper Strategic Focus
Segmentation clarifies which customer groups matter most commercially. It removes guesswork by highlighting where the greatest opportunities lie, enabling teams to direct marketing budgets, product development and future planning towards the segments that have the greatest growth potential.
More Relevant, High-Impact Communications
Segmentation reveals what different customer cohorts care about most, enabling messaging that feels directly relevant to their motivations, needs and expectations. This leads to communications that attract attention, resonate emotionally and deliver stronger response rates across channels.
Stronger, More Consistent Brand Experience
Segmentation identifies which customer groups need more hands-on support at key touchpoints, and which are better placed to self-serve. That lets teams shape the experience to match, so each segment receives the level of support it needs, driving higher satisfaction, conversion and long-term loyalty.
Confident Future Planning
Segmentation provides a clear foundation for future decisions, such as investment in new product development, brand extensions or market expansion. It highlights which audiences represent viable targets and which propositions will resonate, supporting evidence-led strategic moves with reduced uncertainty.
Customer Segmentation Research Methods
Brandspeak uses qualitative exploration, quantitative validation and advanced customer segmentation modelling to build robust segmentation frameworks. Methods may include focus groups, depth interviews, ethnography, large-scale surveys and analytics, enabling segments that are both insight-rich and practically applicable across the business.
Focus Groups & Depth Interviews
Explore audience needs, motivations and behaviours, surfacing the characteristics that quantitative research can turn into robust segments.
Online Communities
Validate and enrich segments through multi-day, real-world engagement, capturing how each one actually behaves beyond a single conversation.
Secondary Research & Market Intelligence
Identify market trends, competitor activity and category insights using desk research.
Statistical Modelling & Data Analytics
Model the survey data to identify the segmentation structure with the greatest commercial power for the business.
Customer Segmentation Research Services
Different segmentation approaches may be combined to create more powerful, hybrid segmentation models.
How to Get Your Insights
As a full service market research agency we support research in 40+ global markets, working with native-speaking moderators and trusted in-market partners to ensure cultural accuracy and insight quality. Wherever your audience is, we can reach them and deliver insight that drives better decisions.
Step One
Fill in the form and click submit.
Step Two
Our team will contact you within 24 hours.
Step Three
We learn about your needs and goals and how to achieve them.
Brandspeak in Numbers
As one of the UK's most experienced market research agencies, Brandspeak brings scale, consistency, and depth to every project.
3,000+
Focus Groups
25
Years
750+
Quantitative Studies
40
International Markets
1 Million+
Survey Participants
45
Languages Covered in Global Research
5,000+
Depth Interviews
Brandspeak is proud to be a member of both The Association for Qualitative Research (AQR) and The Market Research Society (MRS) — demonstrating our commitment to quality, ethical practice and industry-leading research standards.
Brandspeak Blogs
Read the latest trends, insights and best practices from the world of Market Research. Choose a topic below to read more.
Client Feedback
We worked with Brandspeak on a brand awareness project and we were extremely pleased with the quality of service and the process. They understood the complexity of the briefs and asked plenty of questions to make sure they fully understand the objectives. They interacted with all levels of people in our business and understood the differences within the market and suggested ways to tie the research together so it was still comparable. The results were delivered with easy to digest summaries that could be used across the business. We would highly recommend using them.
Lauren Williams
Very informative, easy to work with and a really friendly team. I would recommend Brandspeak to help any business grow. They are great quality for money, help niche sectors and present their findings in an understanding manner. They have provided a brand review, market review post-covid to ensure we are still up to date, along with two very valuable website reviews. Working with them for qualitative and quantities research has a been fantastic for us. Thank you for all your help!
Sarah Twist – Marketing Manager
It's been an absolute pleasure to work with Brandspeak on our qualitative assessment of different ads across 5 EU markets. Throughout this project, Brandspeak have been expert, professional and so flexible with our requirements and timings. The research analysis that they provided us with was extremely valuable and insightful. I look forward to working with them again – highly recommend!
Zanya Fahy
Great service from Brandspeak – highly recommend for thoughtful and detailed brand measurement and tracking.
Georgie Burks, Brand Marketing Lead
Brandspeak have been fantastic to work with. They are a very professional agency who really understand the importance of quality research. Their team were very responsive, knowledgeable and easy to work with and provided us with excellent insights.
Mark Wilson
We wanted to understand how elements of our brand were perceived by consumers and identify opportunities where we could make improvements. Brandspeak clearly understood the brief and worked closely with us to develop a research approach that would answer our questions. The insight has been used to inform the development of our creative and also applied to other areas of our marketing communications. It was a pleasure to work with Brandspeak.
Strategy & Insight Manager | Animal Friends Insurance
Brandspeak helped us with getting invaluable market insights! They showed great flexibility and professionalism throughout the entire process and provided us exactly with the results we needed. I would recommend working with Brandspeak to anyone and anytime.
Tom Suberg
From the moment I contacted Brandspeak I can't thank Jeremy and his team enough. Offering a professional approach they took the time and effort to make the whole process easy and effortless. I highly recommend Brandspeak and look forward to working with them again in the future.
Verity Kimber
From their initial proposal they displayed an understanding of financial services and a clarity of thinking that made them stand out. Since then they have consistently delivered to demanding timescales. But what really sets them apart are their actionable and business focused recommendations which give them the credibility to influence senior internal stakeholders. I have really enjoyed working with them and look forward to doing so again.
Leading life and pensions provider
It is always a pleasure – and a relief! – to work with researchers who get the whole thing – effortlessly... a heartfelt thanks.
DLKW
Work with Brandspeak
With offices in London, Bristol, and Birmingham – and partners across the world – we provide global reach with local expertise. Our team is ready to discuss your business challenge and show you what's possible with the right insights.
Get in TouchLondon
+44 (0) 203 858 0052
1st Floor, 239 Kensington High St, London W8 6SN
Bristol
+44 (0) 1174 07 0187
2430 / 2440 The Quadrant, Aztec W, Bristol BS32 4AQ
Birmingham
+44 (0) 121 314 4647
The Lewis Building, Bull St, Birmingham B4 6AF