Customer and Audience Segmentation
Identify and get under the skin of distinct customer segments to drive targeted growth and engagement
Customer
Our Approach
We use quantitative, qualitative, and AI-enhanced methodologies to dive deep into the complexities of human life.
We start by understanding why you want to segment - is it long term growth strategy, is it to drive innovation in new markets or new audiences, or is it about finding efficiencies in your marketing strategy?
Whether uncovering attitudinal nuances to refine messaging or identifying behavioural patterns to optimise retention, our segmentation strategies lead to smarter business decisions.
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Curiosity
We immerse ourselves in your world
We start by immersing ourselves in your brand’s landscape, understanding your segmentation objectives and recognising that real people lie behind the data and the client audience. Our collaborative approach ensures we design with a full understanding of your brand’s context and the diverse needs of your audience
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Conscience
We have meticulous standards
With rigorously tested methodologies, we approach each segmentation project with fresh eyes, capturing the subtle differences and unique traits of each segment. This keeps us engaged and innovative, delivering insights that keep you ahead of the competition.
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Complexity
We embrace the difficult
Segmentation is inherently complex — lengthy questionnaires, large sample sizes, and the risk of misleading results are common challenges. Instead of simplifying, we embrace complexity, incorporating nuance and context from the start to ensure we define distinct, compelling, and actionable audience segments. But rest assured, our outputs remain simple and actionable, so everyone from your floor manager to the CEO can use them.
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Conviction
We trust what we find
Effective segmentation is valuable only when it is actionable. The trust we have in our data allows us to focus on clear storytelling and visualisation and present our findings in a way that ensures impact for your team.
We customise our delivery to meet client needs, collaborating from start to finish to ensure insights are practical, persuasive, and actionable, driving long-term growth.
Case Studies
With expertise across research, strategy, planning and media, our segmentations do more than just get under the skin of your audience.
Capabilities
Whether attitudinal, behavioural, or a blend of both—we’ve got you covered.
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- Attitudinal Segmentation
- Behavioural Segmentation
- Customer Insights
- Customer Journey Mapping
- Depths
- Diary Research
- Ethnography
- Focus Groups
- Growth Strategy
- HNW/UHNW Research
- Key Driver Analysis
- Market Mapping
- Market Sizing
- Max Diff
- Mixed Method Segmentation
- Niche-Audience Research
- Online Communities
- Pen Portrait Development
- Price Elasticity Modelling
- Pricing Strategy
- Proposition Testing
- Segmentation Evolution
- Sensitive Topic Exploration
- Stakeholder Interviews
- State of the nation
- U&A
- Win/Loss Analysis
Sonder is a full-service agency with expertise in brand, audience and creative research.
Award-winning market research agency for actionable, human-centric insights
