Market and Customer Segmentation
Segmentations need not be complicated but should be simple and easy to work with across the business. We work with a range of segmentation approaches and collaborate with clients to choose the best solution.
Viable, relevant segments are identified, described and prioritised. Broad strategies for each viable segment will be recommended based on their unique choice patterns. If required, geo-mapping and database tagging can assist sales staff, logistics or CRM programmes.
Simplify a complex market into distinct, relevant segments to drive marketing efficiency and product or service development.
Track brand performance against competitors and category drivers.
Focus on the measures that matter most for your brand and category. Simple dashboards allow you to view your brand health at a glance yet quickly dig deeper when more detail is required.
Proven for digital, service, FMCG, and B2B brands.
Ideal for a consolidated multi-category or multi-country view.
We use our text analytics tools to summarise large datasets of open-ended customer feedback into structured insight that can be actioned.
Our custom range of tools use sentiment and text analysis together with machine learning and human oversight to organize and categorise incoming feedback so that insights can be extracted and trends can be tracked.
Assess customer experience and brand delivery through the journey.
Continuously diagnose and track customer experience and unpack critical improvement areas.
Understand improvement priorities by monitoring how customer drivers shift as they move through your journey.
Explore the complex web of micro-journeys and use deep data analysis to reveal vital interactions and profitable pathways for your customers.
Detailed diagnosis of touch-points and micro journeys.
Drill down for diagnosis and optimisation at individual touch points.
Streamline, prioritise and resolve sources of customer difficulty, annoyance, and failure.
Dynamically assess the market presence, dominant perceptions and future propensity of your brand in its competitive context.
Assess health performance and show how it can be improved. Monitor shifts in category or brand perceptions and behaviours - and optimise approach as conditions change.
Track key category dynamics and changing triggers and barriers.
Evaluate reactions to communication campaigns and capture customer sentiment.
OFFER DEVELOPMENT AND REFINEMENT
Evaluate and refine offer elements and identify the best finished product.
Evaluate concepts, products, packs and offers against competitors or each other and across the key choice drivers within the category.
Stand alone or as a module within brand tracking.
Detailed evaluation of your execution or campaign. How likely is it to be noticed? What is its impact on customer perceptions and how persuasive is it? Direct ‘voice of the customer’ reactions provide texture and insight that can be used to drive the creative process.
Determine optimal price levels for your offer.
Using a range of key questions, we will help you to identify your optimal price point. Can be at an individual level or grouped to create a universal price point.
Additional diagnostics can be included to determine the relative benefit of added value offers.
Optimisation of your brand
and innovation portfolio.
This requires not only a deep insight into your category, but also a rich understanding of how brands work and what will work for your business.
We have extensive experience working with Africa’s top marketers to develop and explore foundations for their growth ambitions.
Use our research and data skills, together with our network of panels, custom recruitment and range of survey platforms generate the insight you need.
Surveys span multiple countries in and outside of Africa. From desktop to mobile.
Bespoke solutions that leverage our technology to work for you.