Segmentation research.
Identify your most valuable segments to drive future strategy.
Not all customers deliver the same value for your business. But how do you determine where to focus your efforts for maximum return?
Our segmentation studies are designed to help you understand the distinct groupings that make up your market so you can hone in on the ones that offer the most potential.
We partner with you from the get-go. By collaborating with your stakeholders throughout the process, we can design segmentation solutions that add value to your business – founded on strategic thinking and high-quality analysis.
Working with our own in-house creative team, we bring the segments off the page and into the business. Through personas and documentary-style videos, we bring your customers to life, helping to drive decision-making on everything from marketing strategy to customer service.
We fully understand the power of well-executed market segmentation in refining your marketing and sales approach. It enables businesses to communicate the right message to the right audience, improves product development and innovation, and enhances service delivery. Our team employs a blend of quantitative and qualitative research methodologies to make this possible. We dive deep into demographic data, psychographic elements, buying behaviour, and lifestyle factors to carve out precise and actionable segments within your market.
Our segmentation studies are not one-off projects but dynamic strategies that evolve as markets and consumers do. We provide the tools and insights to monitor and adapt your segmentation over time. We understand that markets are not static, so we ensure you’re well-equipped to reassess your segments as consumer behaviour and market trends evolve. This means your strategy remains fresh and relevant, providing a continued competitive edge.
Ultimately, our goal is to make segmentation an integral part of your organization’s strategy. We work hand-in-hand with your team to implement the findings into your daily operations, be it in marketing, product development, sales, or customer service. Our in-depth training sessions ensure that every department in your organisation understands the segments and knows how to engage with them effectively. This ensures a cohesive, customer-centric approach across your business, driving growth and boosting customer satisfaction.
The impact this research can have on your business
Devise future strategy
By pinpointing your most valuable customer segments, we can work with you to identify and harness new growth opportunities for your business
Develop winning products
By bringing product teams closer to their customers, we help companies design products and services that address critical pain points and needs.
Design effective marketing strategies
Our segmentations bring customers centre stage, helping marketing teams to really get under their skin and understand their motivations
Our customers
View all case studies
Developing a future-focused digital product strategy for Wall Street Journal
A mixed methodology approach helped Wall Street Journal understand how to position the brand for success in a rapidly changing world.
Demonstrating the positive impact of CSR programmes on brand perceptions across Asia for Samsung
A comprehensive piece of research to validate Samsung’s CSR efforts in 9 markets, thereby confirming the importance of such initiatives and their positive impact on brand perceptions.
Establishing a pan-Asian Financial Health Index for GoBear
A collaborative and consultative qualitative & quantitative approach helped GoBear establish a Financial Health Index in key markets, thereby expanding its brand value beyond the current positioning.
The global boutique for data and insight
Our global footprint makes us the go-to partner for international market research. We offer all qualitative and quantitative methodologies across our office network and beyond.
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How to conduct online market research in Asia: The Go-To Guide
What online methodologies work best in India? How do you get the most out of respondents through digital methodologies in China? Experts across our global boutique share best practice tips and techniques for conducting online market research in Asia.
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How to conduct online research in China
Conducting online research in China is unlike anywhere else in the world. With over 1.1 billion internet users in 2024, China accounts for over a fifth of the global online population. Nearly all of them, over 99%, access the internet via smartphones, making mobile-first behaviour not just common but standard. Researchers won’t find Google, Facebook, […]
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The Shopper Who Never Meant to Shop.
You’re watching a livestream. A pair of sneakers flash on screen, not as a hard sell, but as part of the host’s outfit. Before the segment ends, you’ve clicked, carted, and checked out, without ever intending to shop. This is ambient shopping. In 2025, 69% of consumers report making purchases while doing something else: scrolling […]
Why Inflation Is Not Stopping Middle-Class Indulgence.
Rising inflation and economic uncertainty were expected to put an end to discretionary spending for middle-income households. Instead, consumers are making room for indulgence. Across the US, UK, and Europe, households earning moderate incomes continue to prioritise non-essential purchases at rates far closer to affluent consumers than economic models predicted. McKinsey’s 2024 Global Consumer Sentiment […]
Sectors we serve
With over 30 years in the business of market research, we have extensive experience and a depth of knowledge across a range of sectors.
We bring this to bear to design the very best approach to meet your objectives.
Kadence has produced an exceptional body of work which plays a crucial part in planning marketing strategies and understanding the opportunities for our business as we continue to grow. We couldn’t ask for a better partner; they provided true expertise, valuable insights and commitment to quality across each project.
Performance Marketing & Analytics Director
Treatwell
Performance Marketing & Analytics DirectorWe’ve been working with Kadence on a couple of strategic projects, which influenced our product roadmap roll-out within the region. Their work has been exceptional in providing me the insights that I need.
Senior Marketing Executive
Arla Foods
We have been engaged with Kadence since 2016. Since our first partnership, Kadence has been instrumental in supporting our business efforts and have continuously proven their value in research, insights and analysis that have helped us to gain many wins. Kadence consistently pushes the boundaries and offer inspirations that provide deep business insights and drive business strategies.
Head of Research
Bloomberg
Head of Research
Sales & Marketing
Vital Strategies
Customer Intelligence Director