Your Segmentation is on the Shared Drive. Now what?
Andrew Wiseman explores why even statistically robust customer segmentations can fail to create impact, and why successful segmentation depends on purpose, stakeholder engagement, activation and turning insight into action.
9 Signs Your Customer Segmentation Is Outdated
Most organisations invest heavily in customer segmentation, but even the strongest models lose relevance over time. Richard Walker explores nine warning signs that your segmentation may no longer reflect how customers behave today, from changing digital journeys and AI adoption to declining internal engagement and strategic usefulness. Customer behaviour changes over time. We all know […]
Mustard Appointed by Bongo’s Bingo to Deliver Audience Segmentation and Growth Research
Mustard has been appointed by Bongo’s Bingo to deliver audience segmentation and growth research, exploring motivations, behaviours, and emotional needs across different audiences and occasions to inform marketing, CRM, and growth planning.
Bridging generations: what channel 4’s Worlds Apart teaches us about insight
What can a travel show teach us about market research? Anthony Shephard-Williams explores how customer insight, segmentation and qualitative research benefit from bringing contrasting perspectives together.
Is 2026 the Year of the Segmentation?
Richard Walker explores why 2026 could be the “Year of the Segmentation” — and why every organisation should be reviewing how they understand, segment and engage their audiences in an AI-shaped, behaviourally complex world
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Glastonbury, Gen Z and the Social Media divide. What did Glastonbury 2025 reveal about social media listening? Gareth Hodgson explores why you can’t treat social as one voice — and what that means for researchers, brands and audience insight.