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Segmentation

When done well, segmentation is foundational. It tells you who or what you’re for, creating strategic focus and cohesive action. With extensive experience in building and launching successful segmentations and Demand Spaces, our end-to-end approach will help transform how you grow.

The Different Types of Segmentation

There are different types of segmentation, and how you segment should be dictated by your strategic goals, category situation, and the existing data you have. We have expertise across all types of segmentation, including needs-based segmentation, occasion-based, Demand Spaces, and predictive segmentation. If you’re not sure on the approach you should be taking, we can help guide you.

Where Segmentation Goes Wrong

Good segmentation is transformative and inspiring. However, sometimes segmentations fail to land. Here are some common reasons why:

  • The segmentation’s role in the business isn’t clear enough
  • How it lives and breathes internally isn’t well planned out
  • The segments aren’t compelling or intuitive
  • The segmentation is dry, boring or too data heavy
  • Internal teams don’t ‘feel’, empathize with, or understand the segments
  • How to prioritize segments isn’t well planned out
  • The segmentation doesn’t plug into other datasets or planning tools
  • End users don’t feel ownership, and it feels ‘brought in by leadership’

Our approach and experience avoids these pitfalls, creating segmentations that have lasting impact and influence.

The Wonder&Wonder Approach

Successful segmentations are well planned out, have a clear role, and are bought into by everyone. They’re compelling stories about people and current culture that open up new ways of thinking. And they’re easy to understand, easy to use, and easy for everyone to rally around.

Our segmentation approach is built on these principles. It’s a journey with you and your stakeholders, working closely together to build something that’s useful, inspiring, and impactful for the business.

This approach involves four core activities: Working closely with you and your stakeholders as one team across the journey; unlocking compelling human and cultural insight to underpin the segmentation; building and prioritizing segments based on who or what is going to drive value for your business; and tailoring a roll out program to ensure the segmentation lives and breathes through your organization.

Contact us to chat about how we can help you with your segmentation needs.