
Online Surveys
Capture robust, statistically reliable feedback to quantify attitudes and behaviours at scale.
Understand your audiences
Customer segmentation research divides B2C or B2B audiences into smaller groups that share similar needs, motivations, behaviours or characteristics. These groups provide clear understanding of how customers think, decide and interact with your category.
Segmentation allows brands to move beyond broad basic profiling and uncover meaningful behaviours and attitudes that influence purchase behaviour and experience expectations. When built robustly, segmentation becomes a strategic tool that guides marketing campaigns and strategies, product development, brand positioning and customer experience investment.
The output is a set of distinct, data-grounded customer groups that can be confidently targeted with relevant propositions, compelling communications and differentiated brand experiences.
Customer segmentation enables brands to understand their audience more deeply, focus resources intelligently and create experiences and communications that resonate more powerfully.
Segmentation gives brands clarity on which customer groups matter most commercially. It removes guesswork by highlighting where the greatest opportunity lies, enabling teams to direct marketing budgets, product development and future planning towards the segments that offer meaningful, sustainable growth.
Segmentation reveals what each audience group cares about, enabling messaging that feels directly relevant to their motivations, needs and expectations. This leads to communications that attract attention, resonate emotionally and deliver stronger response rates across channels.
Segmentation enables brands to understand precisely what different customer groups expect at each stage of the journey. This allows teams to design experiences across service, digital and in-person touchpoints that meet or exceed expectations and support higher satisfaction, conversion and long-term loyalty.
Segmentation provides a clear foundation for future decisions, such as new product development, brand extensions or market expansion. It highlights which audiences represent viable targets and which propositions will resonate, supporting evidence-led strategic moves with reduced uncertainty.
Brandspeak uses qualitative exploration, quantitative validation and advanced customer segmentation modelling to build robust segmentation frameworks. Methods may include focus groups, depth interviews, ethnography, large-scale surveys and analytics, enabling segments that are both insight-rich and practically applicable across the business.

Capture robust, statistically reliable feedback to quantify attitudes and behaviours at scale.

Explore audience needs, perceptions and behaviours in rich qualitative detail.

Gather deeper insight through multi-day discussions, tasks and real-world activities.

Identify market trends, competitor activity and category insights using desk research.

Turn complex data into clear insight, revealing patterns, drivers and opportunities.
Our segmentation services may be delivered separately or together to create more powerful, hybrid segments. They cover the full journey from insight exploration to segment activation across communications, experience design and strategic planning.
As a full service market research agency we support research in 40+ global markets, working with native-speaking moderators and trusted in-market partners to ensure cultural accuracy and insight quality. Wherever your audience is, we can reach them and deliver insight that drives better decisions.
Fill in the form and click submit.
Our team will contact you within 24 hours.
We learn about your needs and goals and how to achieve them.
As one of the UK's most experienced market research agencies, Brandspeak brings scale, consistency, and depth to every project.
Focus Groups
Years
Quantitative Studies
International Markets
Survey Participants
Languages Covered in Global Research
Depth Interviews


Brandspeak is proud to be a member of both The Association for Qualitative Research (AQR) and The Market Research Society (MRS) — demonstrating our commitment to quality, ethical practice and industry-leading research standards.
Read the latest trends, insights and best practices from the world of Market Research. Choose a topic below to read more.

We worked with Brandspeak on a brand awareness project and we were extremely pleased with the quality of service and the process. They understood the complexity of the briefs and asked plenty of questions to make sure they fully understand the objectives. They interacted with all levels of people in our business and understood the differences within the market and suggested ways to tie the research together so it was still comparable. The results were delivered with easy to digest summaries that could be used across the business. We would highly recommend using them.
Lauren Williams
Very informative, easy to work with and a really friendly team. I would recommend Brandspeak to help any business grow. They are great quality for money, help niche sectors and present their findings in an understanding manner. They have provided a brand review, market review post-covid to ensure we are still up to date, along with two very valuable website reviews. Working with them for qualitative and quantities research has a been fantastic for us. Thank you for all your help!
Sarah Twist – Marketing Manager
It's been an absolute pleasure to work with Brandspeak on our qualitative assessment of different ads across 5 EU markets. Throughout this project, Brandspeak have been expert, professional and so flexible with our requirements and timings. The research analysis that they provided us with was extremely valuable and insightful. I look forward to working with them again – highly recommend!
Zanya Fahy

Great service from Brandspeak – highly recommend for thoughtful and detailed brand measurement and tracking.
Georgie Burks, Brand Marketing Lead
Brandspeak have been fantastic to work with. They are a very professional agency who really understand the importance of quality research. Their team were very responsive, knowledgeable and easy to work with and provided us with excellent insights.
Mark Wilson

We wanted to understand how elements of our brand were perceived by consumers and identify opportunities where we could make improvements. Brandspeak clearly understood the brief and worked closely with us to develop a research approach that would answer our questions. The insight has been used to inform the development of our creative and also applied to other areas of our marketing communications. It was a pleasure to work with Brandspeak.
Strategy & Insight Manager | Animal Friends Insurance
Brandspeak helped us with getting invaluable market insights! They showed great flexibility and professionalism throughout the entire process and provided us exactly with the results we needed. I would recommend working with Brandspeak to anyone and anytime.
Tom Suberg
From the moment I contacted Brandspeak I can't thank Jeremy and his team enough. Offering a professional approach they took the time and effort to make the whole process easy and effortless. I highly recommend Brandspeak and look forward to working with them again in the future.
Verity Kimber
From their initial proposal they displayed an understanding of financial services and a clarity of thinking that made them stand out. Since then they have consistently delivered to demanding timescales. But what really sets them apart are their actionable and business focused recommendations which give them the credibility to influence senior internal stakeholders. I have really enjoyed working with them and look forward to doing so again.
Leading life and pensions provider
It is always a pleasure – and a relief! – to work with researchers who get the whole thing – effortlessly... a heartfelt thanks.
DLKW
With offices in London, Bristol, and Birmingham – and partners across the world – we provide global reach with local expertise. Our team is ready to discuss your business challenge and show you what's possible with the right insights.
Get in Touch1st Floor, 239 Kensington High St, London W8 6SN
2430 / 2440 The Quadrant, Aztec W, Bristol BS32 4AQ
The Lewis Building, Bull St, Birmingham B4 6AF