Segmentation Matters

Most organisations don’t have a targeting problem — they have a focus problem.
 

I have discovered that too many businesses apply the batch and blast approach, which is where one message goes to everyone. This leads to waste.

Audience Segmentation & Prioritisation helps you identify who really matters, why they matter and how to target that segment accordingly. 

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This is not academic segmentation. It’s practical, insight-led, and designed to unlock confident decisions.
 

This Is For You
 

This work is designed for you if:
 

• You feel like your marketing is trying to do too much for too many people

• Different teams have different views on who the priority audience is

• You have data, but it isn’t translating into clear action

• Campaigns perform inconsistently

• You want to focus investment where it will have the greatest impact

• If you’re asking “Who should we really be targeting?”, this is the answer.
   

What We Mean By Segmentation
 

There are different ways to apply segmentation. Geographic, needs based, demographic and more.

But we have an approach that works.

It uses data as the beginning, then we apply some creative insights to create segments that you can use on a day to day basis. And deliver more personalised messages.​

​Our Approach
 

We combine qualitative insight with existing data to build segments that are grounded in reality and usable by teams.
 

Typically includes:
 

• Review of existing data

• Qualitative interviews or workshops to surface real needs and language

• Behavioural and attitudinal analysis

• Validation and refinement of segments

• Creative application to bring segments to life
   

This ensures segments reflect how people actually think and decide — not how organisations assume they do.
 

What you get
 

• You’ll receive a clear, actionable segmentation framework, including:

• 3–5 clearly defined audience segments

• Key needs, motivations, triggers and barriers for each segment

• The language audiences use to describe their problems and goals

• A value vs effort prioritisation matrix

• Clear recommendation on priority audiences for the next 12 months

• Everything is designed to be shared internally and used across marketing, sales and leadership teams.
   

How this work is typically used
 

Clients often use segmentation to:
 

• Sharpen positioning and messaging

• Focus campaign planning and channel strategy

• Align sales and marketing around shared priorities

• Inform proposition or product development