Segmentation
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Segmentation

Prioritize your customer base and transform how you do business with a clearly defined, actionable segmentation strategy.

Great segmentation architectures drive strategy across your organization, from messaging and media planning to product development and innovation. Done right, they have the power to completely transform the way you do business. Kelton’s Segmentation Journey is a proprietary process that provides a clear portrait of your target customer and an equally well-defined plan for activation. Our approach starts with rigorous research, adds compelling storytelling and continues through back-end business integration. From comprehensive global segmentations that span multiple continents to localized segmentation research, we work closely with your team to set clear priorities and make sure that the insights are put to work across your organization.

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Case Studies

Learn more about how our work has energized strategy for global brands, disruptive startups and everything in between.

Global Expansion for Dollar Shave Club

Case Studies

Global Expansion for Dollar Shave Club


We help Dollar Shave Club keep a pulse on brand health, make multimillion-dollar advertising decisions and uncover opportunities for global expansion.

Perspectives

Segmentation Strategy: Build market segmentations with real business impact


Perspectives

Segmentation Journey: A Blueprint for Impactful Segmentation Strategy


Learn more about Kelton’s Segmentation Journey: our highly collaborative process that paints a clear portrait of your customers while achieving strong momentum for segmentation-based strategic decision making.

Perspectives

Segmentation Marketing: Facing Reality When It Comes To Typing Segments


Segmentations remain one of the most popular types of quantitative research studies, and when done right, they have the potential to transform an organization’s marketing strategy, especially from a product or brand portfolio perspective.

Perspectives

How to Seize the Moment with Segmentation Research


Discover how to use Segmentation Research to delight your customers with just the right thing, at just the right time.

How We’re Different

The essence of the Kelton brand comes through best in the people who are on the front lines. We’re not just number crunchers; we are botanists and baseball fans, giggly animal lovers and homebrew geeks, and, yes– data heads, creatives and sociologists who choose the right tools, resources and experiences to meet each client challenge.

All About the Story


With deep roots in journalism, our team knows how to craft intuitive, research-driven stories that give context and life to critical findings.

Focused on What Matters


Our process for fact finding, analyzing and curating clearly defines what’s thought-provoking, own-able, and directly relevant to your business goals.

Research Into Action


We design our research so that the results can be seamlessly integrated into day-to-day operations and long-term strategies. Because data is meaningless if you can’t put it to work.

Global Perspective


Across 45 countries and 6 continents, we collect insights and ideas that inspire us and our clients—here, there and everywhere.

All About the Story

With deep roots in journalism, our team knows how to craft intuitive, research-driven stories that give context and life to critical findings.

Focused on What Matters

Our process for fact finding, analyzing and curating clearly defines what’s thought-provoking, own-able, and directly relevant to your business goals.

Research Into Action

We design our research so that the results can be seamlessly integrated into day-to-day operations and long-term strategies. Because data is meaningless if you can’t put it to work.

Global Perspective

Across 45 countries and 6 continents, we collect insights and ideas that inspire us and our clients—here, there and everywhere.