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9 Signs Your Customer Segmentation Is Outdated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.
Nobody cares about your Cluster Analysis
Richard Walker explores why segmentation success depends less on the perfect statistical model and more on creating customer frameworks that organisations can actually use to make better decisions. Good segmentation research is not just about producing statistically robust groups. It is about creating a framework that helps teams make better decisions about real customers. And […]
What a Cocktail Quiz can teach us about Segmentation
Anthony Shephard-Williams reflects on a Turtle Bay cocktail quiz and what it reveals about customer segmentation, audience insight and making people feel understood