What To Expect From Customer Segmentation Research
In Depth Surveys
The foundation of customer segmentation research work begins with detailed survey design.
We think through the different demographic, psychographic, and behavioral elements that could influence unique customer segments, and make sure those elements get captured within the research design.
Detailed Segments
Customer segmentation research may uncover six or more unique types of groups that purchase from your product category. This lets you visualize the different buyers that are out there and, more importantly, the ones that will make for ideal customers.
Brand Impact
The final results of customer segmentation work yield detailed insights into what makes people interested in a product or service, but also what keeps them from buying. This will help you develop tailored positioning and messaging, as well as specialized products, that helps get through the fog.
When Is It Time For Customer Segmentation Research
Go To Market Planning
Good go-to-market plans delineate your category positioning and why customers should choose you over the competition.
Customer segmentation research provides the market intel you need to craft compelling go to market messaging.
Ongoing Market Evolutions
Are there new players on the field? New information coming out that alters how people think about your category?
If you’re in an evolving industry, you’ll need to know how these shifts impact unique customer groups and the way these groups evaluate your brand and products.
Messaging Frameworks
Do you need to know what kind of messaging will resonate with your customers?
Customer segmentation research unearths the features and benefits people care about so that you can create effective, tailored marketing communication.
New Product Development
You can’t launch every single product or service you want. You have to pick. With customer segments in-hand, you’ll know who your core target customer is, and will be able to prioritize launching products that drive customer growth and overall satisfaction.
What Customers Say About Our Market Research Firm
PlanBeyond’s research enabled satisfaction benchmarking and gave our team actionable recommendations we applied to increase customer engagement and loyalty.
Kevin Nakao
Vice President Marketing, Remitly
PlanBeyond led a collaborative process, working as a team player in a project of utmost importance for our end client. Their high-quality and efficient work delivered a successful partnership.
Britt Stromberg
VP of Global Marketing, Sid Lee
Thanks to the broad range of market research work PlanBeyond executed, from customer segmentation to focus groups, we had data to build effective marketing campaigns and go-to-market plans.
Meghan Weinman
Product Manager, Puget Sound Energy
After securing a round of funding to jump start lead gen, we needed a roadmap to get the ball rolling. PlanBeyond developed and launched an action plan that was effective, measurable, and scalable.
John Lusk
VP & General Manager, Spire Global
Through hyper-detailed competitive landscape research, PlanBeyond helped us understand not just who our competition was but also how we could improve marketing elements to really stand out.
Chris Hammer
Principal, Scenic
Thanks to the work that we did with PlanBeyond, we were able to get substantial insights that we wouldn’t have been able to get without their support. They acted like our success was their success.
Elinor Chang
Chief of Staff, UXReactor
More About Our Customer Segmentation Approach
How To Produce Data Driven Personas
Too often, customer personas get lost in the wind. Either they get considered and forgotten, or no one cares about them from the onset. These common issues often stem from one core problem: Zero data was used to create those personas! In order for team members to buy into personas, and for personas to have [...]
Performing Customer Segmentation For Better Marketing Results
With so many potential customers to go after, who is the best target? And, how do you target them? These are key questions anyone developing marketing or go-to-market plans must answer. After all, how can you create compelling marketing positioning and messaging, let alone pick the right marketing channels, if these questions remain unanswered. This [...]
Customer Segmentation: What It’s All About And Why You Need To Do It
Who’s your customer? This is one of the first questions we ask when talking to a prospective client. After all, how can you begin to develop a plan to reach them, let alone sell to them, if you don’t know who they are and what they need. This is where customer segmentation comes in to [...]
