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Customer Segmentation and needs

Customer segmentation can help to better understand the unmet needs of your customers. With the technical products from the construction and installation industry, marketing managers sometimes find it difficult to decide what features and benefits to communicate.

Each brand should have a distinct value proposition that is customised to the specific demands of various groups of the target audience. Research can help to identify the general benefits, but it is better to customise the communication of the value proposition to the various target groups. For this, segmentation research can help. It provides insights to develop sales and marketing strategies that resonate with your customers’ needs by identifying the customer segments that really matter.

Clients we have worked for:

How can segmentation research help your business

Segmentation research will help you segment your market and develop an efficient marketing plan, giving you a sharper competitive edge. USP can support you achieving the following:

  • differentiate your products/services based on your clients’ preferences
  • enhance your competitive advantage
  • shape your product offering and price approach to appeal to the most lucrative markets
  • give attention to these lucrative segments so that you can concentrate on delivering items or services that are profitable
Case study


Our client, a leading Dutch construction company, was working on their positioning and marketing communication strategy for 2020 within the residential sector. The aim of the research was to segment their customer base in four segments and create personas to better meet customer needs in the future.

Specialists in the sector

“Construction sector specialist knowledge, ability to operate internationally, and their offer was competitive. Potential to be our long-term partner.”

Andrea J. Dodds

Group Marketing Director, BMI

Pleasant people to work with in a research project

“It was an effective and efficient collaboration. Kind and problem solving orientated employees. It was a pleasure to work with ”

Liane Bender

Trade Marketing manager , WD-40

Contact us

For more information about our expertise and research on segmentation please contact the responsible partner below.
We look forward to help you.

Contact our expert:

Maja Markovic


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