Pinpoint your target audience

With segmentation

What is Segmentation?

Market segmentation is the process of grouping or dividing an audience into subgroups based on commonalities and shared characteristics to improve customer acquisition, retention and growth.

A strong, relevant segmentation is the cornerstone of business strategy. Understanding what makes your current and prospective customers tick allows you to tailor brands, products, pricing and communication to specific groups, so you can make best use of limited resources.

Bonamy Finch are recognised as industry leaders in this area with over twenty years of experience. Whether its a simple stratification or a rich multi-model segmentation we can help. We provide you with direct access to our small but experienced team who will support you throughout the entire lifecycle of your project.

  • Identify distinct, targetable groups.
  • Gain a deeper understanding of your customers.
  • Create a common language that ties together different business functions.
  • Apply to your database, marketing and customer touchpoints.
  • Personalise your approach at scale.
  • Tailor brands, products, prices and communication.
  • Maximise your budget.
  • Win, keep and grow more customers.
More benefits

Segmentation programmes have evolved...

Old World


New World

Demographics don't tell us what brought consumers into the category, or what you are really looking for from it. They are the fall back option that offers no competitive advantage.


Successful segmentation is built around the attitudes, needs and beliefs that bring people into your category. Unpicking the context in which consumers make decisions enables pre-emptive action.

Behaviours and transactional patterns change rapidly – people migrate between segments regularly. They tell you yesterday’s weather after you've already got wet!


You’ll need to analyse multiple data sets through different analytical lenses to power more effective targeting and profiling. To power this discovery, you’ll need both robust algorithms and commercial understanding.

Too often brands segment on the wrong dimensions or use data as their starting point as opposed to first establishing the business problem they are trying to solve.


Your starting point with any segmentation programme is always the challenges, pain points and questions your brand is looking to address. Everything should align to solving these challenges.

Our analytical lenses

Database Segmentation

We work closely with CRM teams to make sure our segmentations work first time & are deployed rapidly.

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Survey Segmentation

Deep understanding around customers should inform every element of your business.

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Occasion-based Segmentation

Understand how different events drive different purchase decisions. Ideal for FMCG & retail brands,

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Hybrid Segmentation

Combine multiple segmentation models to form a unique and more effective strategy.

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11 Proven Steps to Effective Segmentation

Download our guide to find out the essential lessons we’ve learned from over 20 years of segmentation including:

  • The importance of starting your programme with the end user in mind.
  • How best to link your data to your assets.
  • How stakeholders should influence your programme.
  • Ensuring you segment on the right attributes and squeeze the most out of your data
  • Have a deployment plan and budget, and make data accessible
  • & much more

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Our approach

It starts with strategy

Our starting point with any segmentation programme is always the challenges, pain points and questions your brand is looking to address. Everything we do is bespoke to your needs and we will recommend the best approach to suit your needs. Segmentation comes in many different forms but we have a speciality in finding the right tool to serve your needs.

It’s built on technology

Most successful segmentation is built around the attitudes, needs and beliefs that bring people into your category. Unpicking the context in which they make decisions is no mean feat. It requires the analysis of multiple data sets through different analytical lenses. To power this discovery, we use the custom-built technology and robust algorithms, and we train you and your team on how to use and apply these tools.

It thrives when shared

Segmentation shakes things up. It’s a programme which can have a big effect on your entire organisation, but only if it’s delivered the right way. You would be surprised how many times we’ve seen people presented with the same information, come up with completely different conclusions as to its meaning. This is why stakeholder workshops and engaging outputs are so important. For change to be successful, it needs to be locally owned and delivered. Our approach focuses on communicating frequently, with tailored messages delivered through appropriate channels.

A few of our clients...

TUI bonamy finch clients
The FA Bonamy Finch client
pernod ricard bonamy finch client
coca cola bonamy finch client
husqvarna group bonamy finch client
brio bonamy finch client

Learn the basics of Segmentation in our series of articles.

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Understanding moments that matter with occasion-based segmentation

Webinar on demand

Pro tips from more than twenty years of experience.

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Contact us today

Get in touch today for a no-obligation meeting with a member of our team. All information is treated as confidential and we are happy to offer our opinion or point you in the right direction.