Segmentation Research: Finding Growth Through Meaningful Differences

Why segmentation matters

Not all consumers think, shop, or decide in the same way. Treating them as one homogenous group risks diluted strategies that appeal to nobody in particular.

Segmentation enables brands to see and understand the meaningful differences between consumers; differences that can be translated into sharper strategies, more relevant propositions, and more efficient use of resources.

For food and drink brands, segmentation is particularly powerful. From farmers and growers to QSR operators, retailers, and delivery platforms, everyone in the value chain needs to know who they are targeting, why they matter, and how to reach them effectively.

At Good Sense Research (GSR), we design segmentation studies that are:

  • Robust – grounded in quantitative rigour and qualitative depth

  • Actionable – easy to embed across teams and systems

  • Commercial – linked to value and ROI, not just demographics

  • Future-facing – refreshed as consumer needs and behaviours evolve

Segmentation is more than a research output; it’s a framework for long-term growth and customer centricity.

What we deliver (and how)

Outcome: A clear framework for understanding how consumers differ in mindset and behaviour.

What we do:

  • Collect quantitative and qualitative data across your target audience

  • Identify meaningful dimensions (frequency, channel use, purchase drivers, barriers, values)

  • Cluster consumers into distinct, statistically robust groups

  • Build attitudinal and behavioural profiles for each segment

Why it matters: Demographics alone no longer explain consumer behaviour. Attitudes, needs, and values reveal the why behind choices.

Case snapshot: A beverage brand used attitudinal segmentation to identify a “functional health seekers” segment, which led to a profitable new low-sugar range.

1) Behavioural & attitudinal segmentation

Older couple enjoying breakfast together, illustrating how Consumer segmentation research UK identifies behavioural and attitudinal differences across age groups to inform more effective marketing and product strategies.

2) Needs-based segmentation

Outcome: A map of the consumption occasions and missions driving choice.

What we do:

  • Analyse missions (main shop, top-up, indulgence, gifting, food-to-go, late-night delivery)

  • Link needs to product choice, price sensitivity, and loyalty behaviours

  • Identify unmet or underserved needs that signal white space opportunities

  • Prioritise innovation and communications pipelines to match consumer missions

Why it matters: Needs shift faster than demographics; staying close to occasions ensures you remain relevant.

Young family eating breakfast together, illustrating how Consumer segmentation research UK uncovers needs-based differences among family households to help brands tailor products, messaging, and innovation strategies effectively.

3) Value-based segmentation

Outcome: A commercial lens that shows where the money is.

What we do:

  • Quantify the size and spend of each segment

  • Link consumer clusters to real-world market value

  • Model margin potential across segments

  • Forecast growth opportunities and prioritise investment

Why it matters: Not all segments are equally profitable. Some drive volume, others margin. Knowing the difference ensures efficient resource allocation.

Young couple relaxing on the sofa eating takeaway food, representing how Consumer segmentation research UK identifies value-based lifestyle segments to help brands connect with different consumer motivations and behaviours.

4) Segmentation activation & strategy

Outcome: Segmentation that gets used, not left on a shelf.

What we do:

  • Translate models into clear personas and practical playbooks

  • Build storytelling tools that make segments easy to remember

  • Align cross-functional teams around the same framework

  • Embed segments into CRM, loyalty, and digital targeting systems

  • Run workshops to help internal teams “meet” their customers

Case snapshot: A food-to-go supplier used segmentation personas in cross-functional training. By “meeting” the segments in immersive workshops, NPD and marketing began working from the same consumer truth.

Shopper choosing products in a supermarket aisle, showing how Consumer segmentation research UK helps brands understand purchasing behaviours and activate segmentation strategies to better meet consumer needs at the point of sale.

Segmentation myths we bust

“Demographics are enough.” – Two 35-year-olds can have completely different motivations; segmentation reveals deeper drivers.

  • “Segments are fixed.” – Consumer needs and behaviours evolve; segmentation must be refreshed regularly.

  • “It’s only for marketing.” – Segmentation informs NPD, pricing, customer experience, and even supply chain decisions.

  • “It’s too complex to be useful.” – We translate complexity into clear, actionable frameworks that teams can actually use.

  • “Small brands don’t need segmentation.” – In fact, smaller players benefit even more, as it helps them focus limited resources.

Older shopper comparing products on a supermarket shelf, representing how Consumer segmentation research UK helps brands challenge assumptions and uncover true shopper motivations across different demographic and behavioural segments.

Bringing segments to life

The success of segmentation isn’t just about statistical models; it’s about making segments tangible so your teams can act on them. We do this by:

  • Creating detailed personas that describe who the segment is, what drives them, and how they buy

  • Using visual storytelling and video ethnography to humanise clusters

  • Running workshops and immersion sessions where stakeholders engage directly with segment profiles

  • Building toolkits and comms guides to ensure consistency across functions

When teams feel they “know” the segments personally, they use them naturally in everyday decisions.

Illustration showing data analysis, shopper insights, and consumer targeting to represent how Consumer segmentation research UK helps brands bring audience segments to life and make data-driven marketing decisions.

Common challenges segmentation solves

Marketing campaigns that are too broad and fail to resonate

  • NPD pipelines cluttered with unfocused or “me-too” ideas

  • Internal teams disagreeing about “who the real customer is”

  • Over-investment in low-value or low-growth audiences

  • Missing growth opportunities from underserved groups

Illustration showing communication transforming from confusion to clarity, symbolising how Consumer segmentation research UK helps brands simplify complexity, understand audience differences, and create clearer marketing strategies.

How we work: our process

Define – Clarify the business decisions segmentation will inform.

  1. Collect – Use a mix of qualitative exploration and quantitative measurement.

  2. Analyse – Apply robust clustering and modelling techniques.

  3. Profile – Create clear, distinctive segment descriptions and personas.

  4. Activate – Embed through workshops, playbooks, and system integration.

  5. Refresh – Revisit segmentation as behaviours evolve and markets shift.

Hands connecting puzzle pieces to illustrate how Consumer segmentation research UK brings together data, insights, and strategy to form a complete understanding of target audiences and drive smarter business decisions.

Typical segmentation projects

Attitudinal segmentation for a QSR chain to tailor menus to different missions.

  • Needs-based segmentation for a retailer optimising food-to-go ranges.

  • Value-based segmentation for a drinks brand targeting high-margin consumers.

  • Hybrid segmentation for a hotel group blending attitude, behaviour, and spend data.

  • Segmentation refresh for a legacy FMCG brand adapting to post-Covid lifestyles.

Three diverse consumers enjoying different foods on colourful backgrounds, representing how Consumer segmentation research UK identifies unique audience groups, behaviours, and preferences to inform targeted brand strategies.

Deliverables

  • Segmentation models and cluster analysis

  • Clear segment personas and visual profiles

  • Segment prioritisation by size, value, and growth potential

  • Activation playbooks for marketing, sales, and NPD

  • Immersive workshops and storytelling tools

Illustration showing data analysis charts, magnifying glass, and user profile icons representing how Consumer segmentation research UK uncovers audience insights, behaviours, and patterns to guide brand strategy and marketing decisions.

Sharper targeting with messages that resonate more deeply

  • Aligned NPD pipelines driven by real consumer needs

  • Reduced wasted spend on low-value audiences

  • Greater internal alignment across marketing, R&D, and sales

  • Stronger growth through focused investment in priority segments

Results we target

FAQs

Is segmentation only for large brands?
No; we tailor our approach to fit your scale. Start-ups and SMEs can benefit as much as multinationals.

How often should segmentation be refreshed?
Typically every 3–5 years, or sooner if market disruption changes consumer behaviour.

Can you integrate segments with CRM or loyalty data?
Yes;  we design segments so they can be activated through CRM, loyalty platforms, and digital targeting.

Do you use both qualitative and quantitative methods?
Always; qual shapes meaningful hypotheses, and quant ensures statistical robustness.

Shopper comparing two sauce products in a supermarket aisle, representing how Consumer segmentation research UK helps brands understand decision-making drivers, preferences, and pain points at the point of purchase.

Let’s find your growth segments

Segmentation gives you clarity on where to play and how to win. By understanding meaningful differences in your consumers, you can design strategies that are focused, effective, and profitable.

Talk to us about segmentation research

  • Book a discovery call

  • Request a case study

  • Arrange a segmentation workshop

Let’s get started, shall we?

Talk to our team today about your research needs, we’d love to help.