Segmentation

We create data-driven segmentations that are easy to understand and act on

The Picnic Approach

Segmentation models can have a long shelf life, but it’s important to update your segmentation as your market changes over time.

Our segmentation philosophy is:

100% custom-built with your needs in mind. No ‘off the shelf’ products.

A pragmatic blend of analysis factors including needs, attitudes, behaviours and ‘tag-friendly’ geo-demographic variables. We prioritise variables that you can use to identify your segments in the ‘real world’.

An iterative consulting approach. We work with you every step of the way in developing the segmentation, with several sign-off points along the process, including analysis and design workshops.

Outcomes

A usable segmentation with a long shelf life and typing tools that remain your intellectual property.

A segmentation that can be operationalised as widely as possible (in Strategy, Online, CRM and channels).

Implementation workshops that take the models to the “real-world”, engaging wide internal audiences to inform strategy.