Consumer Fundamentals

Our deep segmentation expertise enables us to help you define growth objectives, select variables that drive brand choice, and ensure the segmentation is embedded in your organization. 

But we don’t stop there. We continue to evolve our segmentation offer by leveraging the latest AI technology. Our recently launched Ipsos PersonaBot is an AI-powered tool that enables you to ‘converse’ with your segments as if they were real people. With Ipsos PersonaBot, you can extend the application of your segmentation – from innovation to brand positioning to communications and more – as these synthetic personas are uploaded to a digital platform for stakeholders across your organization to leverage. Watch the video below to see how it works.

Our wide range of segmentation options include:

• Needs Based Segmentation: Deeply understand consumer needs and motivations to develop consumer relevant offerings and communication.
• Demand Space Segmentation: Examine the intersection of people, context and needs to predict brand choice and target consumers based on who they are AND how and why they use your products.
• Connected Segmentation: Create targetable consumer segments using unique characteristics that allow for linkages to databases and personalized marketing.
• SLICE: Integrate our agile segmentation module into any survey to define consumer segments quickly and cost-efficiently.

At Ipsos, Segmentation is a team journey, with each step having clear objectives and added value.