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Insight that inspires action

 

 

Growth Opportunities with Basis

Comprehensive Audience Segmentation

Audience and market segmentation are essential components of any successful business strategy. At Basis, we believe that the key to unlocking growth opportunities and maximizing ROI lies in creating actionable segmentation solutions. With our bespoke segmentation approach, we help businesses navigate untapped potential by identifying promising market segments and providing practical guidance to effectively engage target audiences.

 
 

Our comprehensive segmentation approach consists of the following elements:

  • Identifying market segments built around future opportunities, going beyond current behaviors and trends

  • Analyzing volume, value, and potential within each market segment to isolate high-impact prospects for your brand(s)

  • Providing clear, actionable strategies for engaging target audiences 

We ensure that our segmentation process is tailored to meet your specific business needs and objectives, empowering your organization with valuable insights.

 
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Unlocking the Power of Audience Segmentation

A well-executed segmentation strategy can have a significant impact on several business areas, including:

Brand portfolio strategy: Guiding brands to target distinct, strategic segments

Target audience immersion: Enhancing the understanding of your brand’s key audience groups

Commercial strategy: Pinpointing value, volume, and market opportunities for growth

Marketing planning: Strategically focusing on desired targets, crafting relevant messaging, and identifying optimal communication channels

Product development: Nurturing innovation based on the needs and desires of specific market segments

CRM strategy: Maximizing the effectiveness of customer targeting and messaging through tailored propositions

 
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Our four-stage segmentation process follows a robust design, development, delivery and implementation framework.

 

Stage 1:

Design

The design stage is critical to laying the groundwork for successful segmentation:

  • Grasping the business context through stakeholder interviews and immersion sessions, aligning segmentation objectives with strategic goals

  • Crafting universal success criteria and project-specific dimensions to ensure tailored, industry-specific insights

  • Developing a bespoke, quality-focused survey designed to capture rich, nuanced data

  • Implementing an over-sampling approach to obtain high-quality, reliable data by collecting more responses than what is typically required. This approach ensures that our research sample is sufficiently robust and diverse, providing greater confidence in the insights generated.

Stage 2:

Development

The development stage brings your segmentation solution into focus: 

Fine-tuning segment groups using advanced clustering techniques and iterative refinement. 

  • Audiences may be segmented by qualitative factors such as values, needs, attitudes, purchase / engagement behaviors, psychographics, media preferences or, as is often the case, a combination of these

  • All segment solutions need to pass our ‘universal segment success’ criteria, which combine set criteria such as size of segment with tailored criteria that focus on the specific segmentation objectives. These are generated collaboratively during Stage 1.

Creating immersive segment profiles that incorporate pre-tasking, online communities, in-person interviews, video content, and other innovative methods to enrich understanding.

Stage 3:

Deliver

Our multifaceted delivery phase incorporates a collaborative approach, with various elements designed to meet the needs of your organization:

  • Personalized segment sharing e.g. in varied formats that resonate with different internal audiences

  • In-depth segment analysis, focused on your target segments

  • Target segment workshops

  • Tailored launch events

Stage 4:

Impactful Implementation

Activation is essential for a successful segmentation strategy. We work closely with you to provide: 

  • Creative brainstorming sessions

  • Customized decks and workshop agendas

  • Detailed development plans for core target segments

  • Frameworks for strategic planning and prioritization

  • Interactive activation workshops

  • Support in prioritizing and streamlining initiatives

Our senior consultants actively engage with your teams to create tailored plans and implement effective strategies designed to attract and engage your target market segments.

If you are ready to explore the potential of market or audience segmentation, please reach out to our expert segmentation team using the form below.  We look forward to partnering with you to help your business soar to new heights.