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
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.
Kadence UK office
Market research in Europe – our capabilities
Market research in the United Kingdom – our capabilities
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.Download the report now
How to design an effective segmentation study
Segmentations can be powerful tools for a business. But how do you get them right? Lizzy Pottinger explains 5 principles of a successful segmentation.
How to run workshops that turn insight into action – best practice guide
Insight professionals are coming under ever increasing pressure. As budgets shrink, our industry is being challenged to demonstrate the power that research brings. So how do you ensure that the research you commission moves your company to action, creating competitive advantage and growth for your business? Download our workshops guide.
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
We’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
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