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Brand Strategy

Segmentation & Profiling

Pinpoint, prioritise, and target your most valuable customers with a ‘living’ future-proofed segmentation.

People change, their needs change, and their preferences change. In a rapidly transforming world, brands want segmentations that shift at the same pace as their customers. Yet, the moment a segmentation study is complete, it begins to lose its relevance and depreciate.

That clear portrait of your customer is just a static moment in time and, as we all know, the world can change overnight. Without a finger on the pulse, brands risk getting left behind and losing their competitive advantage.

Live customer segments

Hall & Partners’ new, refreshable ‘living’ segmentation, ‘A(i)LIVE’, transforms today’s customer segmentation landscape. It’s powered by connected data, artificial intelligence and machine learning. It reveals what your most valuable customer segments are ‘Seeing’, ‘Feeling’, ‘Thinking’, and ‘Doing’, right now, and in the future – refreshable at the touch of a button.

A living segmentation for today's world

A(i)LIVE’ ‘living’ segmentation breaks down the long-standing constraints of static segmentations that prevent marketers and market researchers from making informed ongoing targeting decisions that maximise return on investment.

It augments the segmentation process using Machine Learning and AI, a cutting-edge typing tool, and a continual stream of behavioural data to refresh your segmentation. We deliver insight that inspires, rather than data that has expired.

How we help you


Refresh, re-profile and re-segment continually


Accurately anticipate and predict consumer behaviour


Construct a well-defined plan for marketing activation


Adapt product and service offerings in real-time

Common Questions

Our Customer Segmentation Process

We are experts in creating powerful segmentations. We have created thousands of bespoke customer segmentation studies ranging from comprehensive global segmentations spanning multiple markets, to localised customer segmentation research. 

We start by identifying and understanding the cultural context through semiotic analysis (what people ‘See’, ‘Feel’, ‘Think’, and ‘Do’). Then we delve deeper, looking for clues, unearthing new and emerging trends within your social data. Paired with cutting-edge technology, we use ‘live’ observation and video ethnography to reveal everyday, unconscious behaviours and hidden insights – what people do and why they do it. This helps us set the stage and scope out the landscape for your segmentation.

With a range of sophisticated and innovative segmentation tools at our disposal, our specialist predictive analytics team, The Modellers, are recognised as a segmentation Swiss Army knife. They bring together the optimal blend of analytical approaches to ensure you get the best and most accurate segmentation.

Going into more detail, our Semantic Differentials give your data more range and variability. We use MaxDiff to pull apart segment views, revealing what is most important to them and your target markets. Then, when it comes to advanced analytical clustering and distancing techniques, we use the best proven methods and algorithms to establish clear and distinct segments for your brand. For all you Data Wizards, these include Hierarchical K-Means, Two Step, Archtype, Canonical, Latent Class, Random Forest, Ensemble, and other machine learning/AI. It is important to note, The Modellers are technique agnostic – we believe there is no ‘one-size-fits-all’ solution.

Too often, brands get bogged down in the science of segmentation, losing sight of the art of applying it in the real world and making segmentations truly actionable. To help your organisation and stakeholders experience the reality of these segments and their respective customer journey, we bring segmentations to life in highly visual and engaging ways:

Consumer Segmentation FAQs

Segmenting customers lets you use your customer data effectively, identify important trends and get more from your marketing efforts. It can supercharge your marketing strategy. We’re here to help you learn how consumer segmentation and profiling can inform your decisions.


It’s important to segment customers to make sure you’re sending them relevant messaging and providing the best customer experience. A powerful customer segmentation strategy gives you a greater understanding of specific groups based on common behavioural and attitudinal characteristics. This empowers you to tap into how consumers feel and send targeted campaigns, personalised marketing and relevant messaging.

When the valuable insights that segmentation provides are used effectively, the benefits are transformative. It builds customer loyalty because you’re demonstrating a better understanding of the people you’re trying to reach. It can increase retention and improve customer service.

You can build your customer base by truly understanding your target audience. Engaging with different segments on their terms helps to improve customer lifetime value. Whatever your business objectives, you’re more likely to achieve them if you gain a deeper level of insight into your audience.

Client resources

Discover the business impact of segmentation

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