segmentation

We love it when we hear clients say ‘we won’t move on that decision until we’ve run it past segment X’. When the fruits of a segmentation study become the common language of our clients and we start to see things like our customer pen portraits displayed in their offices, we know we’ve done our job.

Though we tailor each study to the specific needs of the client the cornerstone is always statistical robustness. We also understand that complex stats aren’t for everyone, so we usually look to get a firm, qualitative grasp of what makes customers tick; bringing the numbers to life and ensuring they make intuitive sense.

This approach convinced River Island to roll out its first-ever segmentation study. It also led Wilkinson to launch a series of company-wide roadshow events to more deeply embed the segments ABA developed for the brand.