What we do

Segmentation

Identify and engage where it matters the most

Segmentation helps you identify and prioritize the customer groups and buyer personas that drive the biggest impact, tailoring strategies to their unique needs and behaviours.

From refining messaging to optimizing campaigns, gain the clarity you need to target with confidence and connect with the right audience every time.

The benefits of segmentation

Focus on what drives growth

Identify high-value customer segments and tailor strategies to meet their needs for maximum impact.

Reach the right people with the right message

Optimise your messaging to engage key audiences and drive higher conversions.

Make every move count

Use clear insights into customer behaviors to craft strategies that boost ROI and long-term growth.

Your B2B segmentation managed end-to-end

Design

From crafting tailored questionnaires to discussion guides, each project is created bespoke to gain relevant B2B customer insights

Fieldwork

We’re experts at reaching respondents aligned to your B2B target audience. From finding respondents, to data collection and interviews, we handle all fieldwork.

Analysis

We do statistical analysis of the data including modelled data to provide accurate actionable insights on your B2B segmentation

Delivery

We offer outputs to fit your outcomes – including a visual segmentation report or a tailored microsite

Our B2B segmentation research can be used as part of:

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Our approach

Tailored to the technology sector

We offer the following approaches:

Qualitative research: Focus groups and in-depth interviews
Quantitative research: Online and telephone surveys

Our consultative approach delivers actionable insights that power your business

Let's talk about segmentation

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I return to Vanson Bourne time and again because I know they will understand what I'm trying to do, create the right way of getting that result, and execute flawlessly against that plan. They did it again recently and we are much smarter for it. Top class, professional market research – done.

Derek Britton, B2B tech marketing leader

If you’re looking for a research firm who will partner with you from day one, Vanson Bourne is it. Not only is Vanson Bourne just the best there is when it comes to research and analysis, the team is always a pleasure to work with.

Jessica Sutera, VP Corporate Marketing, SailPoint