We are passionate about ensuring that everything is built around the customer and believe it’s crucial to have the right customer insights so you can build the right propositions.
To help our clients understand their customers better, we have developed a segmentation model that is based around customer attitudes. We regularly use the model in the telecoms and retail markets, but because it is based on customer attitudes it works well in other consumer verticals too.
Our model segments UK consumers into a number of identifiable customer groups that can be overlaid with a specific market filter to give the insight a boost. And it can be tailored to suit your specific organisational needs.
The advantage for clients is simple: by tapping into a tried and tested segmentation approach there are significant cost savings versus developing segmentation from scratch. However, there is still ample scope to take the core market segmentation and build it into what is right for your customers and your business.
It’s simple to get started. Take a monthly licence to the market segmentation tool and we’ll work with you overlay the specifics for your business goals and customer needs. The result is a faster and more accurate customer segmentation model at a substantially lower cost.
But most important of all, we work with you on identifying the critical insights and and understanding the actions to take so you get better outcomes.
So, whether you have a need for a detailed segmentation or simply need some advice on building your own research project, we can work with you and give you the benefit of many years of experience working with and researching customers.
Click here to see how we used the Graystone segmentation to help a major grocery and telecoms client.
Internet Investigators
We are people who like to research and plan our decisions. We make sure that we know all our options before committing to something. All the research we do means that we don’t look for that much help or guidance. Despite all our research and planning we do still worry a lot about the future and things in general. The internet is really important to us and we are very heavy users in general and for shopping. But we aren’t addicted to twitter! Social media isn’t so important to us. We are likely to be aged between 25 and 44.
Service Seekers
We are competent and capable using the internet but we don’t feel reliant on it. Keeping up to date with family and friends is important to us but it’s not something we use social media for.
We are a group of older people who are quite relaxed about our future and in fairly secure financial position, We feel loyalty to brands that we buy and we place a lot of value on good service.
Digital Devotees
Our mobiles are extremely important to us – we rely on them to mange our social lives and we are always connected to them using them a lot at home and to fill time. We rely on the internet generally and social media in particular. But when it comes to shopping we still prefer to go in store.
We are more likely to be women.
Technology Trailblazers
Technology and gadgets are highly important to us. Brands are important to us and we think they can enhance our image. We are ambitious and want to achieve but haven’t necessarily made it at this point. Some of us worry about making ends meet. We are younger than the other segments, most likely to be working and have children.
Budget Balancers
We are practical and sensible people who value our family and friends highly and like to look after both them and ourselves. We are concerned about getting a good deal and may be living on a budget. We have a very functional attitude to technology. We use the internet and email in particular but it isn’t a huge priority for us to have the latest devices.
