Qualitative
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Mustard has delivered segmentations for clients across a range of sectors. These have included both market segmentations and customer segmentations – often using survey data and derived by statistical analysis of needs / motivations, but also using client data and other sources, and sometimes derived by behaviours, attitudes or demographics. Segmentations are ideal for informing retention and acquisition strategies and are founded on the premise that one size doesn’t fit all.
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Segmentations are used to help inform customer acquisition and retention strategies, allowing our clients to attract the right types of customers – with the right products, services and communications, delivered at the right time, in the right way.
Needs-based segmentations
We believe organisations are more likely to gain a competitive advantage by understanding, targeting and aiming to meet specific and well defined needs – rather than simply targeting audiences based on other variables – be that behavioural, attitudinal, demographic. Delivering an aligned brand experience that meets needs demonstrates to customers (and prospects) that you understand them as individuals and the underlying motivations that drive behaviour and attitudes. Plus, fundamental needs don’t change as quickly.
Find out how our segmentation services can make a positive difference to your business
Needs-based segmentations
We believe organisations are more likely to gain a competitive advantage by understanding, targeting and aiming to meet specific and well defined needs – rather than simply targeting audiences based on other variables – be that behavioural, attitudinal, demographic. Delivering an aligned brand experience that meets needs demonstrates to customers (and prospects) that you understand them as individuals and the underlying motivations that drive behaviour and attitudes. Plus, fundamental needs don’t change as quickly.
Find out how our segmentation services can make a positive difference to your business
Needs-based segmentations
We believe organisations are more likely to gain a competitive advantage by understanding, targeting and aiming to meet specific and well defined needs – rather than simply targeting audiences based on other variables – be that behavioural, attitudinal, demographic. Delivering an aligned brand experience that meets needs demonstrates to customers (and prospects) that you understand them as individuals and the underlying motivations that drive behaviour and attitudes. Plus, fundamental needs don’t change as quickly.
Find out how our segmentation services can make a positive difference to your business
Discover how our services and methods can make a difference to your business
Our Thinking
Recent news and articles – please feel free explore, share, post comments and join in the conversation!
Our difference gets results
I’m very pleased with the work that Mustard carried out for us. Their staff were very friendly and approachable, and also provided us with useful advice and input into the process to ensure that our research insights were useful and something that we could actually use to improve our future marketing communications
Research Manager, Arthritis UK
I’m very pleased with the work that Mustard carried out for us. Their staff were very friendly and approachable, and also provided us with useful advice and input into the process to ensure that our research insights were useful and something that we could actually use to improve our future marketing communications
Research Manager, Arthritis UK
I’m very pleased with the work that Mustard carried out for us. Their staff were very friendly and approachable, and also provided us with useful advice and input into the process to ensure that our research insights were useful and something that we could actually use to improve our future marketing communications
Research Manager, Arthritis UK
How segmentation helped Novus Leisure
Mustard undertook a segmentation study for Novus Leisure – the UK’s largest private bar & restaurant operator, with prominent brands and sites across London’s West End and City, as well as the UK-wide Tiger Tiger brand.
Our people
Our people are our business. The Mustard team is an eclectic mix of skilled, passionate researchers and strategists. We’re all in the job to make a difference, and love nothing more than seeing our clients win.
Our Global Reach
Lorem Ipsum has been the industry’s standard dummy text for over five centuries, when an unknown printer took a galley of type and scrambled it to make a type specimen book.
Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing
Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry’s standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged. It was popularised in the 1960s with the release of Letraset sheets containing
Our difference gets results
I’m very pleased with the work that Mustard carried out for us. Their staff were very friendly and approachable, and also provided us with useful advice and input into the process to ensure that our research insights were useful and something that we could actually use to improve our future marketing communications
Research Manager, Arthritis UK
I’m very pleased with the work that Mustard carried out for us. Their staff were very friendly and approachable, and also provided us with useful advice and input into the process to ensure that our research insights were useful and something that we could actually use to improve our future marketing communications
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