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1 February 2019

Case study: Segmenting B2B market based on needs

Business challenge

Our client wanted to segment a B2B market based on customer needs, so they could understand and connect with businesses and decision makers beyond traditional measures of size and sector.
The results also had to be delivered in a way that brought the segments to life so that stakeholders could easily understand and target them.


Immersive interviews with decision makers from a range of businesses to uncover both rational and emotional needs, values and behaviours. Qualitative interviews were followed up by an extensive quant study utilising regression, factor and cluster analysis to develop distinct typologies. A final stage involved customer immersions with business owners and stakeholders to allow them to meet the typologies in real life.


Our research created clearly differentiated segments, that had a far reaching and long-term use within the business. By utilising a more targeted approach our client was able to realise savings within the business by reducing overall spend on communications, and simplifying their product portfolio.

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