Customer segmentation study
“Which groups of customers are worth serving, and what does each of them actually want?”
Raised where a business is selling to everyone, pricing to no one in particular, and finding that its message works unevenly.
- Market Research & Intelligence
- Four to six weeks, including fieldwork.
- Fixed scope, agreed in writing
This record describes an assignment CamdenLogic is structured to run. It is not an account of work carried out for a named organisation. Related to Market Research & Intelligence.
- 01
Establish the base
Existing customer, enquiry and sales records are reviewed for the patterns that already exist before new research is commissioned.
- 02
Research the population
Interviews and a survey to a defined sample test need, purchase behaviour, price sensitivity and the alternatives considered.
- 03
Form the segments
Groups are drawn on need and behaviour rather than convenience, and each is recorded with size, reachability and evidence base.
- 04
Order by opportunity
Segments are ranked by the opportunity they represent against the cost of serving them, with the weaker cases stated as weak.
- 01Base data findings
- 02Survey instrument and results
- 03Segmentation model with evidence per segment
- 04Priority order and message implications
- Access to customer or enquiry records
- Permission to approach customers for research
- A stated commercial decision the segmentation must serve
- CRM implementation or data migration
- Personal data enrichment from third-party brokers
- Ongoing campaign execution
Commission OB-05, or ask whether it is the right format.
Tell us what needs to change — a system, process, market, campaign, or decision. CamdenLogic will respond with the most relevant way to begin.