Segmentation Services

If you’re looking to deepen or reframe your understanding of current customers or audiences, a customer segmentation will illuminate strategies to delivering a more personalized and streamlined customer experience across brand touchpoints — improving retention, engagement and sales outcomes. 

If you’re seeking a broader, market-level view of potential new audiences to target, a market segmentation will arm you with clearly differentiated groups and their specific attitudes, needs and behaviors — making your acquisition efforts more strategic and more effective. 

The insights illuminated by segmentation can inform a multitude of acquisition and retention initiatives — from your CX strategy to your loyalty program, marketing activations and beyond. Instead of treating activation as a future-state goal, we prioritize it from the start of our process to ensure every segmentation is built for activation – ensuring you can rapidly move from insight to impact in ways that build relationships and generate value with customers. 

It’s also critical to effectively socialize segmentation insights across an organization to ensure teams and individuals are aligned on the path forward. 

While segmentation is a powerful tool, it is most useful and impactful when it is tailored to the specific objectives you’re trying to achieve. Market segmentation, customer segmentation and needs-based segmentation all serve different needs and can power different outcomes. Having a portfolio of segmentations can enable individual teams – from sales to marketing to innovation – with the lenses that will be most useful for their specific goals. 

Customer expectations, behaviors and preferences are constantly in flux. Periodically refreshing existing segmentations — like we successfully did with Best Buy — can update the insights to allow you to be nimble and adapt to changing customer behaviors without having to start from scratch.  

And Material Spotlight can be a powerful and agile supplement to existing segmentation research with answers to time-sensitive business questions to keep you ahead of the curve of change. 

Our science-based approach, grounded in behavioral insights, enables us to go beyond the “what” of your customers’ behaviors and attitudes and reveal the underlying “why.” 

With over five decades of experience partnering with the world’s leading brands, we’re pioneered research methodologies and fine-tuned strategies to ensure segmentations are built for maximum impact, relevance and actionability. 

Muse, Material’s proprietary conversational AI solution, can bring your segments to life via dynamic, chattable personas. Muse allows users to interact directly with segments in real time to simulate their reactions to new messaging, products or campaigns.