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Get to know your audience in all its diversity through Gradient Metrics’ rich segmentation analysis
The audiences you’re trying to target are not monolithic. Even within the smallest of audiences important differences emerge that drive distinct behaviors. To understand the unique drivers, mindsets, contexts, and preferences among your audience, a segmentation analysis surfaces the discrete types of buyers, decision makers, and voters and the common differences that define them.
We’ve conducted segmentation analyses of audiences in the commercial/product and social/political domains that result in rich, highly textured personas to inform product design, marketing plans, customer loyalty programs, and messaging strategy.
Define the audience you want to investigate
Determine the dimensions that will define each segment
Write a custom survey that measures each dimension
Collect data from the audience
Run a segmentation analysis to identify the discrete segments that exist
Bring segments to life in a bespoke report
Identify the number of distinct segments globally or within distinct markets. Using non-negative matrix factorization, find out exactly how many distinct custom segments exist in specific geographical markets or globally.
See the statements that each segments significantly over and under endorse compared to other segments. Insights into the psychographic questions that make each segment distinct from one another.
A nuanced deep dive into the mindsets of your customers. Understand the distinct psychographics, beliefs, and behaviors of your customers.
Client Case Study
Segmentation analysis of California voters that unpacks their unique mindsets toward housing policy in the state. Analysis completed for the Chan Zuckerberg Initiative.Download the case study →
Segmentation analysis of Americans that surfaces different perspectives toward science and scientific advancement.Read the full story →
Client Case Study
Marketing is rarely about finding the single best message to sell a brand, as the right message differs across the customers in a brand’s total addressable market.
Using a segmentation analysis, Gradient helped sustainable fashion retailer Reformation identify the discrete mindsets and shopping behaviors of their prospective customers around the world.
Through the identification of six unique prospective customer types, Reformation was able to develop specific messaging for each segment and determine which segments to prioritize based on their likelihood to purchase clothing from their brand.Download the case study →
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