Segmentations are part science, part art.
Essential to any segmentation is a strong mathematical foundation. If the segments aren’t strongly differentiated then cracks will appear once you start using it. The art bit comes from knowing which variables to use in the survey, and how to use and fine tune them.
In many ways creating the segments is the easy part often the real challenge comes in bringing them to life and implementing them for your CRM and media planning. That’s where experience counts. We’ve worked on numerous segmentations all over the world across a wide range of categories including travel, automotive, financial services, fashion and TV viewing.