What is it we do
Our services combine quantitative market research, consumer segmentation and strategic insight to help brands grow with clarity and confidence.
We’ve highlighted the areas of marketing research where our expertise runs deepest. If your particular needs fall outside these, not to worry we’re flexible and understand that every question is unique, hence we can tailor our approach to fit.
Market Segmentation
Understanding the PEOPLE that matter the most in the MOMENTS that matter the most
Market segmentation is a core part of our quantitative market research approach. It helps brands unlock growth by understanding who their consumers are, what they need and the situations that drive their choices.
We focus on 2 complementary segmentation frameworks:
Persona Segmentation
Persona segmentation groups consumers who think, live, or behave in similar ways based on their shared characteristics such as attitudes, lifestyle and habits
Demand (needs-based) Segmentation
Demand or needs-based segmentation looks at the moments of demand, the situations in which people use your product or service. By grouping similar situations together (the when, why, what & where) we uncover the needs that matter most when decisions are made.
A simple example: the Breakfast World
Where the magic happens
The real power lies in combining persona and demand/needs-based segmentation frameworks.
Together they create a realistic, action-oriented landscape of consumer demand forming a strong foundation for portfolio strategy, innovation and growth decisions.
Brand Portfolio Strategy
Clarifying roles.
Amplifying growth.
Whether your brands live in one market or span many, segmentation frameworks sit at the heart of our brand portfolio strategy work. We blend robust data with informed intuition to clarify the role each brand plays, whilst ensuring the portfolio works cohesively as a whole.
The result: a clear, confident portfolio strategy that helps teams prioritise investments, reduce overlap and unlock sustainable growth.
Market & Competitive Landscape Overview
Strategy that thrives
in the real world
In today’s interconnected world, strategies can’t exist in isolation. Our market and competitive landscape analysis draws on multiple data sources to illuminate key forces shaping your category, from emerging trends to shifting consumer needs and competitive dynamics.
By understanding the landscape you’re operating in, we help teams move forward with clarity and confidence, turning insight into practical, real-world action.
