Built to fuel decisions, not just describe people.
The challenge: A global data intelligence company needed a segmentation that could do more than describe customers - it needed to power real-time engagement across multiple business units, driving smarter targeting and better business performance.
Our solution: We developed a robust, insight-led segmentation framework based on a combination of needs, behavioural data, customer value and strategic potential. Then we collaborated with their data science and CRM teams to operationalise the model - integrating segment tags into their databases to enable real-time targeting across marketing, sales, and servicing.
Our discoveries: The segmentation revealed clear commercial opportunities - from underserved growth segments to high-value audiences needing a unique product or channel approach. It clarified who to prioritise, what to offer, and how to scale it.
What it enabled: The business moved from one-size-fits all to precision activation. The model now powers campaign targeting, product tailoring and engagement strategies across the lifecycle - driving measurable impact from day one.
Want segmentation that drives more than slides?
Entering a New Market with Precision
A neobank were preparing to launch in Europe - but needed to do it right. That meant understanding how people bank, how they feel about money and banking, and what would make them switch.
We identified the audiences with the strongest fit and appetite, explored the cultural and emotional barriers to entry, and helped shape the product proposition and go-to-market strategy - from brand tone to launch comms.
Planning a market move?
Winning in the Aisle
We helped a leading fragrance house understand what really drives decision-making in store.
By mapping shopper behaviours, decoding how people navigate fragrance counters and different luxury store environments, we identified the visual, emotional and verbal cues that convert browsers into buyers - and helped shape a retail strategy bringing the brand's emotional world to life - from shelf to signage to sale.
Need to win where decisions happen?