Segmentation is back! Stronger, sharper and built for speed in 2026.
Marketing research trends for 2026 highlight one thing, segmentation is back in focus, leaner, faster and increasingly shaped by mini consumer segmentations.
Think of it as:
· The same strategic backbone, now with sharper muscle,
· the power of segmentation, without the drag,
· an espresso shot, not a three-course meal.
I started thinking back to an article I found in an in-flight magazine whilst on a work trip about 10 years ago, called “New Tribes of London”. It highlighted to me how much the segmentation world has changed.
Back then, segmentation used to:
· feel like ultra marathons, not sprints
· include everything and the kitchen sink, not the smart essentials
· rely on interrogations, rather than conversations
· produced in static portraits, not moving pictures
As marketing research methodologies have evolved, so too has the role segmentation plays in business decision making
The New Tribes of London article serves as fun reminder that not only has the methodology of segmentation research changed over the years but consumer mindsets have too (their names still give me the giggles).
While I am excited with what 2026 has to offer in this space, how segmentation is becoming more agile, particularly as brands seek faster, more actionable insight. I am also incredibly curious how consumer segmentation will evolve over the next 10 years!