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.
From Pints to PBs: What parkrun and HYROX tell us about changing social rituals
Richard Walker looks at how parkrun, HYROX, and padel are revealing new ways younger audiences are connecting, achieving, and belonging. And why understanding what people are opting INTO is just as important as what they’re opting OUT of. This week, parkrun will see its millionth event take place. I’m not often lost for words, as […]
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