Customer Segmentation & Sizing

Focus investment on the customers who matter most, then reach them efficiently.

When to use it

You need to prioritize audiences, budgets, and messaging with confidence.
Growth has slowed with “one‑size‑fits‑all” marketing or a broad portfolio.
Entering new markets or launching products where the total opportunity is unclear.

Segment map & personas (needs, triggers, barriers, value)
Market & segment sizing (Total addressable market, reach, etc.)
Activation plan (channels, messages, offers, next‑best actions)
Targeting toolkit (look‑alike criteria, scoring attributes, quick‑reference one‑pagers)

Combine survey data with client CRM/transactional, digital analytics, and secondary sources.
Use clustering to reveal distinct groups; validate stability and practicality (can we find and reach them?).
Size the prize with incidence + market benchmarks; profile media habits and purchase drivers.
Add qual when it’s the right answer, to capture terminology, motivations, and use cases that sharpen activation.
Hand off personas + activation blueprints your teams (and partners) can use immediately.

Re‑focused spend on 3 high‑value segments and built look‑alike models → materially higher acquisition efficiency.
Clarified product portfolio roles by segment, informing pricing, packaging, and roadmap decisions.