Market segmentation and analysis

Sort your audience into segments with similar attributes for a crystal clear picture of their wants, needs, and behaviors. Get the data you need to tailor your strategies, target specific groups, and spot new opportunities from a mile away - all with a little help from GWI.

Let’s chat

market-segmentation-analysis-header-image-people-charts copy

Target smarter, reach further with GWI

Market segmentation gives you a granular view of your audience to help you focus on the most profitable segments and maximize ROI. That’s important because with squeezed budgets and tight turnaround times, it pays to know exactly which channels, messages, and tactics resonate with your audience. GWI helps you take a holistic approach to making your business truly customer-centric.

Our approach to market segmentation

Choose one of our segmentation services, or combine all four for a uniquely powerful end-to-end solution.

Creation

We use advanced analytics like correlation, factor, and cluster analysis to create unique, intuitive segments, supported by clear insights into each segments’ interests, attitudes, and values. The result shows you exactly how to market to them.

Integration

We can merge new or existing segmentation into our GWI Core data set. For existing, we use a recontact study to include your 'golden questions' in our survey. From there, we can assign consumers from our Core survey to relevant segments, with the option to model them onto future waves.

Extrapolation

We can take segments already integrated into specific markets and expand them to any of GWI Core’s 50+ markets. We cluster countries based on similar attitudes, behaviors, and values, then recontact at least one market from each cluster and integrate the result into our Core data.

Activation

Finally, we can take your priority segments and use them as the starting point for your activation campaigns. We identify promising IDs and use them as seed data for modeling. Once modeling is complete, the segments are ready to be pushed to your chosen buying platform via one of our partnerships.

Why segment your market with GWI?

Our market segmentation solutions are trusted by some of the world’s leading brands for the simple reason we help them find more opportunities to reach more of their audience. Take your segmentation up a notch and make sure you get more bang from your investment buck with:

Improved respondent experience
Leveraging our segmentation experts and extensive Core data set means we can create shorter, more focused questionnaires that enhance the whole respondent experience.

Instant deep insights
Using our recontact approach, you’ll gain extensive knowledge about each segment, including their media consumption, helping you understand how best to reach them.

Easy integration
We offer a cost-effective way to integrate your segmentation solution into our full Core dataset, giving you unrivaled understanding of consumers.

Shareable resources
We create bespoke dashboards and off-the-shelf reports profiling each segment that you can eaily share with your whole team.

Larger sample sizes
Our integration approach enables GWI clients to work with larger sample sizes, providing greater analytical flexibility and ensuring samples are always large enough to activate.

Effortless activation
With our vast Core sample sizes and strong partnership with Dynata, we can easily activate your custom segmentation solution for precise targeting and engagement.

We've always been a data-driven agency, but GWI elevates our business offering.

Full-service luxury creative and performance agency VERB Brands used market segmentation with GWI to boost high-quality leads by 36%.

Get the full story See all case studies

Don't take our word for it

AudienceIntelligencePlatforms_UsersMostLikelyToRecommend_Small-Business_Nps

AudienceIntelligencePlatforms_MostImplementable_Total

AudienceIntelligencePlatforms_MomentumLeader_Leader

AudienceIntelligencePlatforms_BestEstimatedROI_Small-Business_Roi

AudienceIntelligencePlatforms_EasiestSetup_Mid-Market_EaseOfSetup

AudienceIntelligencePlatforms_Leader_Small-Business_Leader

AudienceIntelligencePlatforms_BestSupport_Small-Business_QualityOfSupport

AudienceIntelligencePlatforms_Leader_Leader

AudienceIntelligencePlatforms_MostImplementable_Mid-Market_Total

AudienceIntelligencePlatforms_EasiestAdmin_Small-Business_EaseOfAdmin

AudienceIntelligencePlatforms_Leader_Mid-Market_Leader

AudienceIntelligencePlatforms_MostImplementable_Small-Business_Total

AudienceIntelligencePlatforms_FastestImplementation_Small-Business_GoLiveTime

AudienceIntelligencePlatforms_EasiestSetup_Small-Business_EaseOfSetup

See what our customers really think and how we can help your business.

Read reviews on G2

Got questions? We’ve got answers.

What is market segmentation?

Market segmentation involves splitting consumers into groups based on shared characteristics like location, age, or gender. It’s the starting point for any brand looking to better understand its audience and drive more targeted campaigns.

Why should I segment my audience?

Market segmentation gives you the power to zero in on specific groups of consumers more effectively. You’ll be able to identify priority market segments, improve your product development, create effective campaign launches, and make data-led decisions.

What are the advantages of market segmentation?

Market segmentation can be used to better understand your customers, attract new audiences, and branch out into new markets.

What kind of attributes can you segment by?

You can segment audiences by demographics, geography, behavior, needs, perceptions, psychographics, interests, and attitudes.

What’s the benefit of using my segmented audience for activation?

You’re able to activate with precision, carefully selecting your priority segment and delivering a relevant, targeted message to that audience.

Market segmentation and analysis

Target smarter, reach further with GWI