Our four segmentation approaches

Our four approaches each bring a unique perspective to understanding your audiences. 

In an increasingly complex and evolving marketplace, understanding your audience is paramount to brand success. Different segmentation strategies provide unique lenses through which to view your audience, and each reveals distinctive insights. As such, the utilization of all four - Market Consumer Segments, Existing Customer Segments, Social Audience Segments, and PROMPT Audience Segments - is an essential part of a comprehensive segmentation strategy. It's akin to using multiple sources of light to fully illuminate a room. By leveraging these four approaches, you ensure your brand's understanding of your audience is as complete and nuanced as possible, enabling you to engage more deeply, attract new customers, respond to changing affinities, and explore novel growth strategies. Each approach complements the others, leading to a multifaceted understanding that is greater than the sum of its parts.

The importance of language

One approach often serves as the 'primary' segmentation, which is used as the language the brand uses to understand and communicate about its audience. Just as a language provides a structured and shared way to express ideas, so too does a primary segmentation offer a common framework to understand, discuss, and engage our audience.

The importance of this segmentation-as-language cannot be understated. It helps us think about our audience with increased clarity and precision. It enables us to have more fruitful discussions and debates about our audience, and it allows us to convey these insights to others effectively. In other words, it empowers us to bring others along on our journey of audience understanding.

Our four distinct approaches are:

Each of these segmentation approaches has its unique strengths and provides valuable insights depending on the needs of your brand. By choosing the most suitable approach (or a combination of approaches), you can develop a clearer understanding of your audience and devise more effective strategies to engage them, ultimately driving your brand's growth.

Clear recommendations

Regardless of the segmentation approach employed, we draw upon our vast experience in shaping brands' strategies across multiple industries to provide comprehensive and actionable recommendations. We identify your "Now," "Next," "Not Yet," and "Never" audiences, all critical elements in your brand's roadmap.

AI in everything we do

Each of these approaches is augmented with the power of AI. We leverage AI to enhance our planning, brainstorming, ideation, and communication processes, leading to quicker and clearer results. This helps us articulate data-driven insights more effectively, ensuring you understand the implications and potential of our work.

Despite the role AI plays in enhancing our process, don't think we've moved on from hard data. We still place critical importance on the raw data and hard, data-driven insights that form the foundation of every approach.

A package for every brand

Whether you're a small startup looking for growth or a world-renowned brand looking to expand your audience, we can package our approaches to suits your needs. Remember, our focus isn't just on the data; it's on helping you to understand your audience and develop strategic plans to engage them better. We're driven by truth and are committed to making a big difference for your brand.