Customer segmentation research enables brands to understand their different audience groups to target, communicate and serve them effectively.
By segmenting your customers into meaningful clusters, BrandSpeak delivers clarity on who to prioritise, what they need and how to reach them with precision.
Customer segmentation research divides B2C or B2B audiences into smaller groups that share similar needs, motivations, behaviours or characteristics.
These groups provide a clearer understanding of how customers think, decide and interact with your category.
Segmentation allows brands to move beyond broad basic profiling and uncover meaningful behaviours and attitudes that influence purchase behaviour and experience expectations. When built robustly, segmentation becomes a strategic tool that guides marketing, product development, brand positioning and customer experience investment.
The output is a set of distinct, data-grounded customer groups that can be confidently targeted with relevant propositions, compelling communications and differentiated brand experiences.
Customer segmentation enables brands to understand their audience more deeply, focus resources intelligently and create experiences and communications that resonate more powerfully.
Segmentation gives brands clarity on which customer groups matter most commercially. It removes guesswork by highlighting where the greatest opportunity lies, enabling teams to direct marketing budgets, product development and future planning towards the segments that offer meaningful, sustainable growth.
Segmentation reveals what each audience group cares about, 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.
Segmentation enables brands to understand precisely what different customer groups expect at each stage of the journey. This allows teams to design experiences across service, digital and in-person touchpoints that meet or exceed expectations and support higher satisfaction, conversion and long-term loyalty.
Segmentation provides a clear foundation for future decisions, such as 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.
BrandSpeak uses qualitative exploration, quantitative validation and advanced statistical 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.
Capture robust, statistically reliable feedback to quantify attitudes and behaviours at scale.
Explore audience needs, perceptions and behaviours in rich qualitative detail.
Gather deeper insight through multi-day discussions, tasks and real-world activities.
Identify market trends, competitor activity and category insights using desk research.
Turn complex data into clear insight, revealing patterns, drivers and opportunities
Our segmentation services may be delivered separately or together to create more powerful, hybrid segments. They cover the full journey from insight exploration to segment activation across communications, experience design and strategic planning.
Demographic segmentation divides audiences based on observable characteristics such as age, gender, household structure, income and education.
It is often the simplest starting point because these variables are easy to capture, track and act upon.
Despite its simplicity, demographic segmentation can still provide meaningful commercial value, particularly in B2B markets and categories where life stage or socio-economic markers strongly influence purchase needs or behaviour.
It offers a practical foundation for high-level targeting, media planning and early proposition decisions, and for many brands becomes the baseline that more advanced frameworks build upon.
Behavioural segmentation examines how customers interact with your brand or category in real-life contexts, focussing on buying patterns, usage behaviour, shopping channels, frequency of purchase, consumption occasions and post-purchase engagement.
This approach provides deep insight into the habits and routines that drive commercial outcomes.
Brands use behavioural segmentation to shape product formats, promotional strategies, media targeting and customer experience design.
Because it is grounded in observable behaviour, behavioural segmentation is often one of the most actionable approaches and delivers a strong foundation for personalised communications and targeted marketing interventions.
Psychographic segmentation groups customers based on attitudes, emotional needs, beliefs, motivations, values and lifestyle orientations. It reveals the psychological and emotional forces that drive category behaviour.
Psychographic segmentation typically blends qualitative exploration with quantitative modelling to create rich, insight-led clusters. Brands use it to inform proposition development, brand positioning, creative messaging and long-term customer experience design.
It is particularly powerful in categories where emotion, self-identity or deeper motivations play a decisive role in shaping preference and brand selection.
We support qualitative 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.
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A quick snapshot of the scale and experience we bring to every project.
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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.
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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.
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!
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!
Great service from Brandspeak – highly recommend for thoughtful and detailed brand measurement and tracking.
Brandspeak recently conducted a complex and sensitive piece of research for us across the US, China, India and Europe. The work was carried out with the utmost professionalism (particular thanks to Jen!) and has provided us with invaluable insights that exceeded our expectations. A great team to work with and thoroughly recommended!
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.
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.
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.
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.
It is always a pleasure – and a relief! – to work with researchers who get the whole thing – effortlessly… a heartfelt thanks.
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