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Service 08 · Audience evidence

Audience Segmentation & Targeting

I organise the available customer and market evidence into meaningful segments, assess which groups are commercially worth prioritising and document the implications for positioning, offers and marketing.

Submit a segmentation brief

The decision

When “our audience” is too broad to guide a real commercial choice.

Useful segmentation groups customers by meaningful differences in needs, buying behaviour, value or strategic fit. It does not create decorative personas from assumptions.

I review the evidence the business already holds, identify plausible segments, test their usefulness and recommend which groups should receive priority. Where evidence is limited, hypotheses are labelled clearly rather than presented as validated facts.

Which customers are most valuable or strategically important?Which needs and buying behaviours genuinely differ?Which segments can the business serve credibly and profitably?What should change for each priority audience?

What you receive

A defensible targeting decision, not a list of invented personas.

The work connects customer evidence to commercial priorities and downstream strategy.

01

Evidence and segmentation basis

The data, behaviours, needs or commercial variables that can support meaningful grouping.

02

Candidate segment profiles

Clear descriptions of the groups, their needs, buying context and relevant differences.

03

Attractiveness and fit assessment

An evaluation of value, growth potential, accessibility, competition and the business's ability to serve each group.

04

Targeting recommendation

The priority segment or segments, with implications for offers, positioning, messaging and channels.

Scope

The depth depends on the quality and complexity of the available evidence.

The starting fee assumes one business, one offer and one primary market with usable client-supplied information. Several offers, markets, complex datasets or additional research are quoted separately.

Included

  • Structured written discovery and review of supplied customer, sales and market information
  • Selection of appropriate segmentation variables
  • Development and evaluation of candidate segments
  • Selection of priority target segments
  • Documented implications for positioning, offers, messages and channels

Outside scope

  • Customer recruitment, interviews, surveys or focus groups unless separately scoped
  • Large-scale data cleansing or statistical modelling
  • Purchase or provision of prospect lists
  • Detailed campaign planning or channel execution
  • Claims that a segment is validated where the available evidence supports only a hypothesis

Process

Move from evidence to segments, then from segments to a target decision.

  1. 01

    Review the evidence

    I assess what is known about customers, buyers, profitability, behaviour, needs and market conditions.

  2. 02

    Build and test the segments

    Candidate groups are defined and evaluated for distinctiveness, accessibility, value and strategic fit.

  3. 03

    Recommend the priorities

    You receive the target recommendation, rationale and implications for the decisions that follow.

Best fit

Right when audience choice is the strategic problem in its own right.

Choose this service when…

  • The business is trying to serve too many different customers in the same way.
  • Growth depends on deciding which customers deserve priority.
  • Existing customer or sales information is available but not organised strategically.
  • Positioning or marketing work cannot proceed confidently until the target is clearer.

Related services

Continue only as far as the business needs.

Choose the audience deliberately

Identify the customer groups worth prioritising.

Submit the evidence you hold and the commercial decision the segmentation work must support.

InvestmentFrom £750Submit a segmentation brief