Segmentation and Profiling Research.

◉ Tailor your products and services: Different groups of customers want different things from you. With the knowledge of what those different segments look like and what different groups want, you can tailor products/services and associated communications to have greater appeal.
◉ Allocate resources more efficiently: Proportions of your customers fit into particular segments relative to the rest of the market. By understanding this you can acknowledge areas where you may be underweight, and allocate time, efforts and resources to tailor your product/services and messaging to be more attractive to those underweight segments. It will also help to identify segments your organisation naturally attracts allowing you to focus on getting more of the same types of customers.
◉ Overlay with other research pieces: Overlaying other research pieces with the lens of your segmentation will enable you to see how you are performing on key metrics with different segments. For example understanding your brand health for each segment.
◉ Organisational Alignment: By articulating who your customers are and what deep rooted needs your product fills for your customers, your team will more readily get on the same page. We have seen from the senior leadership teams right through to frontline teams, if you can get clear on who your customers are and what they want, you can get alignment and accelerate your decision making and actions to be more appealing to your different customer segments.