Bespoke insights into your market, customers and competitors that help you move ahead with confidence.

We see the primary aim of segmentation as helping teams to adopt a customer-led mindset in all the work they do. It’s a useful method of internalising the customers’ needs and motivations.

Our approach is to root customer personas in Jobs to Be Done. Why? Because a customer is often misunderstood based on the demographic box we put them in. A bunch of customers that look the same demographically could have entirely different needs. By tying together the core demographic attributes (whether that’s age, or company size) and the core Jobs to Be Done of those customers, we can more easily speak directly to what they need.

Tracks relevant KPIs and ties back to your core Jobs to Be Done and audience segments.

In a digital age, high-level brand metrics are not enough to determine a brand’s marketing or sales performance. Whether a potential customer attitudinally ‘loves’ or ‘hates’ your brand is not a predictive measure of performance. What is predictive? How strongly a customer associates your brand with one of their Jobs to Be Done.

Aside from direct competitors (from a capabilities point of view), your competition could be any solutions that customers are currently using today instead of your product. A ton of value exists in understanding this broader competitive landscape and how customers navigate your market.

Aim for media pick-up with robust global surveys of thousands of relevant consumers. Engage with your own buyers and audiences by providing them with valuable data about their own potential customers.

We work with partners across the globe to conduct research in 60+ international markets. Our focus is on capturing high quality robust data that asks interesting questions to bring a new angle to the conversation. Our team can support you from questionnaire development, data collection, narrative development and production of professionally designed visual outputs and marketing materials.