SolutionsMarket Segmentation
Pinpoint Your Audience: Discover Who Wants What, When, and Why.
Segmentation is about understanding the opportunities and challenges within broad groups and populations. Our analysis delves deep in the full data set using a variety of analytical and multivariate techniques to find the sub groups (ie “segments”) that provide a clear and crisp picture driving effective action.
At ARG, our experts have crafted thousands of bespoke segmentations, from understanding the outlook and experiences of new immigrants to uncovering the motivations behind diner habits. Whether you need insights into choices, attitudes, need states, or behaviors—or a blend of these—we tailor our approach to fit your specific market and information needs.
Key benefits
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Our research goes beyond identifying targets—it delves into who they are, what drives them, and where the real opportunities lie
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Our custom-built segmentations are designed to give you the clarity and precision needed to inform your strategy and help you connect with your audience
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Our engaging and evocative reporting brings each segment to life in ways that spread across the organization, through videos, diaries and other storytelling devices
The art and science of segmentation
Segmentation, often seen as both art and science, is truly a craft with defined phases:
Phase 1: Kick off and discovery stakeholder discussions
Begin with a research review and a comprehensive kick-off session. Conduct 1:1 stakeholder discussions to clarify objectives, goals, and hypotheses.
Phase 2: Consumer exploration
Engage in qualitative exploration to delve into consumer mindsets, validating hypotheses and identifying attitudes, behaviors, and language that ensure clear segment differentiation.
Phase 3: Quantitative segmentation survey and analysis
Conduct a thorough survey to identify key differentiating aspects, including demographics, attitudes, needs, emotional equities, behaviors, and philosophical perspectives.
Phase 4: Segment deep dive
Use conversational AI and video clips to explore target segments, creating detailed personas that bring the segments to life and enhance relatability.
Phase 5: Educate and activate
Champion the segments through workshops, activating them across the organization.
Use Cases
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Transform your customer experience strategy with actionable insights that drive growth and operational success.
Explore our solutions
SolutionsWisdom of the Crowd
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