Choice-Based Segmentation

We deliver highly actionable, distinct segments that enables brands to communicate in the most compelling way.

Our insights offer tactical and strategic benefits by addressing immediate business needs, while also identifying future directions for the category, prioritizing new opportunities, and targeting ideas for communications.

We employ a choice-based approach rather than the widely-used ratings-based approach.
The difference is profound.
- Analysis is strengthened by reflecting real differences in needs, not differences in response patterns to a scaled question
- Our predictive simulator is highly accurate, statistically stable, and easy to include in future studies—predicting which segment a consumer is in with as few as 5 key questions


We are a North American leader in sophisticated segmentation models.

Our unique approach is better.

How does our approach differ?

- We go beyond descriptors; we incorporate behavioural science and psychoanalytics to develop segments based on drivers of behaviour.
- Our segmentations are based on needs and beliefs, which are stable over time and highly differentiating.
- We are leaders in using the latest Bayesian approaches based on probabilities, not simple clustering.

We employed a multi-phase approach that includes:
- excitement workshop
- qualitative using BSci. or psychoanalytics
- quantitative choice-based
- internalization workshop
- persona development
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