Segmentation Research Specialists

Segmentation research has many benefits when compared to the traditional ways of assessing customers, service users and target groups. It enables our clients to deliver different solutions in line with different needs – based around the principle that one solution will not meet the needs of all.

The approach is equally valuable in public and private sector settings. By profiling and segmenting clients and customers into natural groupings, segmentation enables:

• Public sector organisations to target members of the public or business community who would benefit most from support / interventions and to identify the engagement channels which would prove most effective.
• Private sector businesses to tailor their products, services and communications for specific clusters for maximum effectiveness and financial return.

Ci Research work with clients to develop programmes of segmentation research which most effectively meet their information requirements. We come with no pre-conceived ideas – the model is always developed following a process of review and consultation. Studies may include:

Explorative Qualitative Segmentation Research

The segmentation process often commences with qualitative research with target groups, in the form of focus groups or depth interviews. During this stage of the process we use a range of explorative techniques to identify the characteristics, behaviours and attitudes of the target audience in order to develop segmentation dimensions and create hypothesis to test.

Quantitative Segmentation Research

Quantitative segmentation research enables clients to understand the characteristics of specific groups and draw conclusions about their importance and size. Ci Research has significant experience of capturing quantitative segmentation data via a range of methodologies, including CATI (computer aided telephone interview), online and postal surveys. We work with our clients to determine sample frameworks and methodological approaches which will provide them with robust insight. Once data is collected, specialist analysis techniques are used to identify distinct groups of respondents which are profiled against a combination of segmentation dimensions, such as demographic, behavioural, attitudinal and needs characteristics.

Refinement Qualitative Segmentation Research

Segmentation studies can also include a refinement qualitative phase where further depth research is conducted with the key target segments identified. By exposing ourselves to the detailed intricacies of a target segment we are able to provide more colourful portraits, understand more about them and identify opportunities for our clients, enabling the development of clearer messages by user types and tailoring specific products or services for individual clusters.

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