Recent Blog
Open almost any customer segmentation report from the last decade and you will find the same shorthand. Age 25 to 34. Urban. Middle income. College educated. These labels show up in marketing decks, media plans, and...
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A research analyst once described manual clustering as "reading tea leaves with a calculator." She was only half joking...
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A beverage brand once ran two segmentation projects on the same customer base within the same year...
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A snack brand had a premium baked range ready for a pilot in six cities. The product team had a target: urban adults aged 25 to 34. It came from the last brand tracker and everyone in the room accepted it...
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A household cleaning brand had three positioning routes ready for its annual restage, all built around speed: "5-minute clean," "done before the kettle boils," and "less scrubbing, more living." The marketing team...
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A mid-sized research agency ran surveys across a dozen clients a month. Each study came in through a different vendor format, landed in a different spreadsheet, and needed to be checked, merged...
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A consumer brand needed to know whether a new product idea was worth the development budget behind it, before committing further resources. That meant more than collecting opinions...
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