All great strategy starts with 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. Do it right and you’ll have happy customers, boost profitability and gain a competitive edge.

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Hybrid Segmentation: The New Targeting Approach to Unify your Organisation


The most powerful segmentations are a blend of art, science and category understanding. STRAT7 Bonamy Finch are industry leaders in this area with over 1,500 studies completed for global brands in a wide variety of sectors. We know which approaches are best suited to different situations, and which don’t.

Survey Segmentation

Deep understanding around customers should inform every element of your business. We focus on identifying consumer segments based on their relationship to your category and apply a range of analytic lenses to help you uncover their needs, desires and motivations. Our team of analysts uses proprietary software to iterate through multiple solutions – helping you make the best business decisions.

We have delivered segmentations in over 50 markets across all major categories, at all levels of complexity.

Bonamy Finch survey segmentation
Bonamy Finch hybrid segmentation

Hybrid Segmentation

Hybrid Segmentation combines multiple types of data to form a unique and more effective strategy that can be implemented from segments being tagged on your database.

We combine customer data, survey data and third-party data to create a single view of the consumer that results in the right business decisions being taken to both acquire and retain customers.

Hybrid delivers a unifying consumer framework which can be used across your business functions for maximum effectiveness.

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Database Segmentation

Segmentation on customer data – typically on transactions, usage and demographics. Going beyond RFM models (Recency, Frequency, Monetary) by building in primary research to form database segments that are also differentiated on attitudes and motivations. This aids creation of segments that can be activated against – maximising customer understanding for communication strategy and increasing the chances of triggering a reaction with CRM campaigns.

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Bonamy Finch segmentation database
bonamy finch activating your segmentation


Developing a segmentation framework is only the start of the journey. Activation is where the work really begins. Embedding the segmentation beyond marketing or insight teams to reach its real end users is the only way to drive business growth.

Our suite of activation tools – including facilitated workshops, tailor-made recruitment algorithms, physical collateral, beautifully designed handbooks and talking head videos – ensures your segments become part of the organisation’s language and culture, and the foundation for better business decisions.

B2B Segmentation

In the world of B2B, there’s an even greater need to understand individual customers. Our segmentations build on your CRM system to include the human motivations and needs behind the decisions. It’s a deeper approach made possible by powerful analytics and unmatched segmentation experience.

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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.