Generic messaging no longer cuts through. Today’s audiences expect relevance – and brands that fail to deliver it risk falling behind.
RAIT’s market segmentation studies help you understand what truly matters to your most important groups: what they want, what drives their decisions, and what holds them back. The result? Sharper campaigns, better product-market fit, and stronger business performance.
Market Segmentation Research
Why market segmentation matters
Segmentation is more than a marketing tactic — it’s a strategic tool for making smarter business decisions. Done right, it becomes a shared foundation across your organisation, aligning teams around real-world needs and opportunities.
Market segmentation enables you to:
- Identify high-potential target groups
- Understand what motivates or deters different segments
- Tailor messaging, products, and services for each group
- Align sales, marketing, and product development efforts
RAIT helps you move beyond assumptions and “average customers.” We deliver evidence-based insights that help you focus on the segments that matter most.
Smarter targeting starts with better segmentation
Download our whitepaper Understand What Drives Your Customers and discover how to align your communication, product development, and sales with the right customer groups.
Our approach: from raw data to clear direction
We apply a proven, four-phase methodology that blends qualitative depth with quantitative rigour. Our goal is to create segmentation models that are not just insightful, but usable.
- Purpose definition
Every project starts with your business objectives. Whether you’re refining your value proposition, launching in a new market, or unlocking growth potential, we align the segmentation with real impact. - Explorative insights
Using in-depth interviews and the Jobs-to-be-Done (JTBD) framework, we explore what drives people’s decisions — their motivations, needs, and barriers — to understand the full context behind their behavior. - Quantitative validation
We validate segment distinctions through techniques like MaxDiff and Driver Matrix analysis, ensuring the segments are clearly defined, statistically sound, and strategically meaningful. - Activation & embedding
Insight is only valuable when it’s applied. We support implementation by integrating the segmentation model into your CRM, tools, and processes — and provide workshops, communication aids, and strategic guidance for internal rollout.
What you get
- A clear segmentation model with defined market groups
- Deep insight into needs, behaviours, and decision barriers
- Prioritisation of segments with the highest growth potential
- Action plans tailored to your sales, marketing, and product teams
- Tools and formats for organisation-wide understanding and alignment
We also offer creative formats – like “pixiebooks” and short videos — to bring your segments to life in a way that’s memorable and actionable.
Beyond segmentation: category understanding
In many cases, market segmentation is only part of the picture. To fully understand what drives choice, you need to understand how people interact with your entire category — not just your brand.
RAIT offers category understanding studies that explore:
- What needs the category fulfils in people’s lives
- How different market segments perceive and navigate options
- Where unmet needs, whitespace, or innovation opportunities exist
This broader perspective helps you frame your offering more effectively, identify growth areas, and position your brand in ways that resonate deeply with target groups.
Let’s uncover your most valuable segments
Segmentation isn’t about complexity – it’s about clarity. And clarity drives action.
Want to know which market segments offer the greatest potential? Or how to activate them effectively across your organisation?
