Customer segmentation is the subdivision of a market or customer base into discrete groups that share similar characteristics. Segmentation models include market models, such as Arts Council England’s arts-based segmentation research; product-specific market models and organisation-specific models.
Baker Richards works primarily on organisation-specific models. Working with our associate Alan Brown, we offer integrated segmentations that combine driving behavioural variables (such as recency, frequency and membership or donor status) with attitudinal and motivational characteristics derived from primary research. We believe this approach combines the best of behavioural data, which is essential for understanding the potential value of the segments, with a deeper understanding of the key attitudes and motivations of the different groups.
Crucially, our approach to segmentation focuses on a better understanding of visitors and audiences to drive marketing and packaging, but avoids putting people into boxes. We recognise that the same person can have different motivations at different times and that they can therefore be a member of, or move between, different segments.