Segmentation & Targeting

Companies often start their growth strategy thinking about what products they can make or services they can offer. But the key to sustainable success is to understand who makes up the market landscape and which groups may be the best match for a company’s capabilities. Our segmentation and targeting strategies anchor on two things. First, we make sure target audiences are findable, using demographic, media and other transactional data. Then we ensure they are knowable; by uncovering all the behavioral insights needed to truly understand them. 

To define the most attractive and winnable target segments, we combine existing client data with third-party insights and our own research. The entire organization needs to understand who these new customers are and what makes them tick so they can get excited about finding new ways to meet their needs.

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