Knowledge hub

Understand the what, why and how of market segmentation, from its roots in good sales techniques to the digital-first deployment of detailed customer personas.

Why should businesses embark on a segmentation? We explain the purpose and benefits of segmentation projects, as well as the typical stages involved.

We've been working with Bloomberg since the start of pandemic to understand how the priorities, actions and attitudes of business decision makers across APAC are evolving. Take a look at the infographic for the key insights.

Market segmentation is one of the most effective ways to sharpen strategy and deliver measurable results. Rather than treating all customers the same, segmentation studies uncover the distinct groups within a market—each defined by shared behaviors, needs, or priorities. The real value lies in what happens next: brands can prioritize the most profitable audiences and […]

Market segmentation is a crucial strategy for businesses to target and cater to specific customer groups effectively. By tailoring your strategy based on the needs of your key customer segments, you can better appeal to the customers that matter most. This guide explores four key types of market segmentation: geographic, demographic, firmographic, and behavioral. Geographic […]

How do you calculate your market size and the serviceable obtainable market?? This is a crucial part of any business plan, allowing you to gain a clear idea of how many customers you can potentially reach and how much revenue you can generate. This allows you to make more concrete plans and secure budget and […]

In today’s globally connected world, every product has a potentially vast market. Trying to target everyone in this market with the same materials, approaches, and techniques would be crazy — people are too varied and different to respond to the same marketing message. So how do you ensure your marketing connects effectively with as many […]

Hear from experts across our 8 Asian offices as we discuss the top trends to watch in Asia in 2021.

In the world of market research, we can only get so far by relying on hard, numerical data. Hard metrics (generated from quantitative research) are extremely useful and should form a core part of any business strategy. But they only tell part of the overall story. To dig deeper and gain a fuller picture of […]

What are the consumer trends to watch in Asia for 2021? We summarize our new report.