MRFGR groups customers by characteristics, needs or behaviour that matter to your business. We analyse research data to identify how those groups differ and what they have in common. This helps you plan products, services and marketing for specific groups rather than treating every customer in the same way.
Customer segmentation is the art of dividing your audience into distinct groups based on shared characteristics, helping businesses tailor their strategies to meet specific needs effectively. Whether you're refining marketing approaches, enhancing product offerings, or improving customer service, segmentation allows you to address diverse customer bases with precision.
Planning customer segmentation
Clarify which differences between customers would help you make better decisions.
Consider relevant data and research to explore demographic, behavioural or other characteristics.
Agree how the resulting groups should support targeting, products, communication or customer experience.
Share your current customer definitions, available data and the decisions you want segmentation to support.
Understanding your customers is the cornerstone of any successful business strategy. By identifying and analysing distinct groups within your market, customer segmentation provides insights that lead to more targeted marketing, improved customer retention, and better product development. It's about delivering the right message to the right people at the right time.
Our approach combines advanced analytics with deep market insight to offer you robust segmentation solutions. We utilise a variety of data sources, from transaction records and social media analytics to customer feedback and behavioural patterns, ensuring comprehensive and meaningful segments that drive your business forward.
Discover how segmentation can transform your business operations across multiple areas:
Marketing: Tailor your advertising campaigns to resonate with specific groups, increasing effectiveness and ROI.
Product Development: Design and modify your offerings to suit the preferences and needs of distinct customer groups.
Customer Service: Enhance support strategies by understanding the unique expectations and requirements of each segment.
With years of expertise in market research and a commitment to data-driven decision making, our services not only help you identify who your customers are but also how you can serve them better. We provide actionable insights that lead to tangible improvements in customer engagement and business growth. Choose us to empower your strategies with precise customer understanding.
Project examples
Two on-board research projects explored who passengers were, how they perceived the rail service and what could improve their journeys. MRFGR combined fieldwork and analysis to turn passenger feedback into practical recommendations.
Read case studyMRFGR clients
These organisations and the feedback below relate to MRFGR projects across our services.
Client feedback
Feedback from other MRFGR projects.
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Over the past year, we have had the pleasure of working with MRFGR on multiple projects, and we cannot recommend them highly enough.
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Their communication throughout our engagements has been excellent, always prompt and clear, which has greatly facilitated our processes.
The team at MRFGR, although small, is exceptionally knowledgeable and dedicated. Their expertise is evident in their ability to obtain high sample sizes and deliver well-published results. What sets them apart is how easily their findings are translated into actionable insights, ensuring that we can swiftly and effectively utilise the data.
Their speed of delivery is truly impressive. We consistently receive results in good time, which is crucial for our fast-paced operations. MRFGR has proven to be an invaluable partner, and their service has consistently exceeded our expectations.
For anyone in need of reliable, efficient, and insightful research services, MRFGR comes highly recommended.
MRFGR have been absolutely brilliant! The videos we have received from their respondents have been perfect - they clearly brief their people really well and you can tell from the content we receive. They give clear communication & are on hand to help at all times. We give them some crazy tight timelines and they turn things around for us so quickly and without stress - even when the respondents are coming from multiple countries.
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I highly recommend Matthew & Paul - they're fab!
When I phoned Matthew at MRFGR I was in a bit of a pickle. I needed to recruit 25 consultant paediatricians for telephone interviews (with minimal incentive) across 8 countries, two of which were non-English speaking. Oh, and I needed to have recruited and completed the interviews in 12 working days. Surprisingly, Matthew wasn't taken aback by this and set about the task with enthusiasm. Even against these challenging timescales, Matthew was able to deliver all 25 consultants - a phenomenal effort.
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I was extremely happy. And, more importantly, so was my client.
MRFGR were not the cheapest firm who pitched for our work, but I am happy that I decided to go with them. I feel that their database is extensive and this combined with their excellent client service means that they offer a higher degree of reassurance and peace of mind than other recruitment agencies we have worked with in the past. When we had a problem to resolve at short notice they did this very quickly. I would happily work with them again.
Hi Stephen Both groups went very well - a key client attended the first and was very pleased. Very articulate groups, really impressed especially considering it was such a difficult recruit (recruiting Somalis). The hotel was great too, incidentally, a nice place to do groups. Many thanks for your hard work on this - hope you feel it was worthwhile!
MRFGR recruited four focus groups for our research across a variety of settings, including socio- economically deprived urban communities and very small rural communities. Despite the significant challenges these settings posed MRFGR ensured that all our focus groups were fully attended, and with a minimum of fuss. I would have no hesitation in recommending them for recruitment work.
It's always a pleasure to work with MRFGR. They are a great partner who consistently recruit high calibre respondents to take part in our research projects and workshops. Always professional and very reliable.
Our organisation, the Solicitors Regulation Authority, has used MRFGR to support our recruitment requirements for focus groups and public events and we have always found their service and achievements to be excellent. They have demonstrated a commitment to meet last-minute requirements in a calm and professional manner and we would not hesitate to recommend them.
I would like to take this opportunity to express our appreciation for the work that you recently carried out for us. Stephen Essex and MRFGR were recommended to me by a colleague. It was important for us to find a company who could understand and deliver our brief on a very tight schedule. Stephen demonstrated a level of knowledge and professionalism that gave us the assurance that this would be achieved.
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The result was a report that clearly met the objectives of our brief, was presented in a professional manner, which then enabled us to present the findings to our customer with confidence. We would not hesitate to recommend or use Stephen again.
The groups in Chipping Norton went really well thank you. We had a full turn out to both of them. I would just like to say that we have been very impressed with the number of participants you have managed to recruit to these groups, your regular updates on the recruitment progress, and your follow up contact. We have also had very positive feedback from the participants about their contact with you. We will definitely consider MRFGR in future when wishing to recruit participants to similar groups.
We have used MRFGR to recruit participants for multiple research projects with varied samples sizes and sometimes challenging recruitment criteria. They have a calm and professional manner, providing us with regular updates in the lead up to and on the day of research projects. Multiple touch points with participants approaching the study date ensures drop-out rates are extremely low with replacements usually being found very quickly if necessary. I look forward to working with MRFGR in the future.
MRFGR is the first external company we have used for sourcing focus group attendees. Although we have organised many groups previously I would definitely use MRFGR again. The costs were reasonable and the attendees we have received have been exactly the right target groups. The level of communication has been satisfactory too with regular updates leading up to each focus group. Matthew has managed all of the groups we have requested and there has been no issues. I would recommend trying MRFGR.
Common questions
Selected answers for planning this kind of research. Browse the complete knowledge centre for related methods, audiences and delivery questions.
Customer segmentation is the process of dividing a market into distinct groups of people with shared characteristics, behaviours, or needs. It allows businesses to target and serve these groups more effectively.
Open FAQYou can use the segment profiles to understand groups with different needs or behaviours, choose which audiences to focus on and adapt your offer or communication.
Open FAQSegmentation helps businesses tailor their marketing, products, and services to the right audiences. It enables more efficient spending and stronger customer engagement.
Open FAQYes. We design frameworks that allow comparability across countries while incorporating cultural differences.
Open FAQYes. From retail and FMCG to healthcare and financial services, segmentation provides actionable insights across B2C and B2B markets.
Open FAQWe use statistical techniques such as cluster analysis, factor analysis, and regression, combined with surveys and behavioural data to identify meaningful customer groups.
Open FAQYes. Segmentation outputs can be mapped into CRM databases and digital platforms to support personalised communications and campaigns.
Open FAQSegmentation should be reviewed every 2–3 years or when there are major shifts in market conditions, customer behaviour, or business strategy.
Open FAQRelated services
If your brief involves a wider commercial question, these related services may also help shape the right qualitative, quantitative or mixed-method approach.
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Find out moreStart a research brief
Share your current customer definitions, available data and the decisions you want segmentation to support.