Streetbees, which offers a unique blend of qualitative and quantitative audience insight at scale using conversational research, is now making the benefits of segmentation accessible for all with its AI-powered insights platform, SBX. In market research, segmentation enables a brand to break down their target market into smaller, defined groups based on occasions, behaviours or needs, so it can identify and target growing audiences, unmet needs and emerging trends.

 

Traditionally, segmentations have been slow and expensive to run and have therefore been limited to large enterprises. Many businesses have instead relied on small-scale studies, like focus groups, or gut-feel assumptions to guide their targeting. However, in today’s fast-changing environment, this will not provide the accuracy and nuance needed to develop stand-out strategies.

 

After running segmentations for some of the world’s leading brands for nearly a decade, Streetbees is changing the game by making segmentation accessible and affordable for businesses of all sizes. The feature, now built into its agile insights platform, SBX, offers a new level of granularity into audience insights, providing rich and robust data on behaviours, characteristics, and occasions to help brands map potential customers and innovation opportunities within the broader consumer landscape.

 

For example, a coffee business specialising in providing sustainable, fair-trade beans can segment coffee consumers at scale and with ease. With SBX, they may discover that ‘Home Baristas,’ who make up 15% of the coffee landscape, are willing to pay more for ethically sourced beans than ‘On-the-Go Drinkers,’ who make up 30% of the landscape and prioritise convenience while being more price sensitive.

 

“For too long, only organisations which are able to afford the six-figure price tag have had access to segmentation capabilities”, says Vatsala Rathore, VP of Customer Success at Streetbees. “As a result of our decade of industry expertise, we’ve been able to improve the accessibility and affordability of segmentation through AI-powered automation and conversational probing, meaning our platform can seamlessly identify groups within large amounts of the highest quality data. We’re so proud of the strides we’re making in developing a faster and more user-friendly segmentation capability that removes barriers to data-driven decision making.”

 

Vidisha Gaglani, CEO at Streetbees adds: “Segmentation isn’t just a nice-to-have anymore – it’s critical for brands that are looking to remain competitive in today’s unpredictable economic landscape. With SBX, the process has been made easier and more cost-effective without compromising on quality, delivering both the depth and breadth needed to help brands make decisions with confidence. We want to ensure businesses of all sizes get maximum ROI from their investment decisions and with SBX, we’ve made that more achievable.”