Advanced Analytics
LCA, cluster analysis, and factor analysis — not just cross-tabs by age.
Research Solutions
Segmentation Research in Poland
Statistical segmentation that turns a mass market into actionable customer groups with distinct needs, values, and behaviours
Stop Marketing to Everyone
You’re marketing to 10 million consumers as if they were one person. They’re not. Some choose on price. Some on brand. Some on convenience. Some haven’t even heard of you. Segmentation research divides your heterogeneous market into 4–6 distinct, measurable, and actionable groups — each with its own motivations, barriers, and media habits — so you can stop wasting budget on the wrong message to the wrong audience.
Behavioural + Attitudinal + Demographic
Beyond demographics. Age and income tell you who people are. They don’t tell you why they buy. Our segmentation models combine behavioural data (purchase frequency, brand loyalty, channel preference), attitudinal data (values, lifestyle, category involvement), and demographic data into hybrid segments that actually predict behaviour. We use Latent Class Analysis (LCA) and cluster analysis on samples of N=500–2,000 to identify groups that are statistically robust and commercially meaningful.
From Clusters to Personas
From clusters to personas. Statistical segments become actionable when they have faces. We build vivid persona profiles for each segment: who they are, what they care about, where they shop, how they consume media, what message resonates, and what your share of their wallet looks like. Each persona comes with targeting recommendations and a typing tool — an algorithm that classifies any new customer into a segment using 5–7 screening questions.
Strategic Applications of Segmentation
Strategic applications. Brand positioning (which segment to own), product portfolio architecture (which products for which segments), media planning (where each segment consumes content), CRM strategy (how to grow each segment’s value), and innovation (which unmet needs exist in which segments). Segmentation is the foundation of STP — the most commercially valuable framework in marketing.
Keep It Current — Refresh Cycles
Refresh cycle. Markets evolve. We recommend refreshing your segmentation every 2–3 years. Between refreshes, the typing tool enables continuous segment classification of new customers for CRM and targeting.
Market in Numbers
4–6
optimal number of actionable segments
N=500–2,000
sample size for robust clustering
LCA + cluster
advanced statistical methods
Typing tool
classify new customers instantly
Sources: ESOMAR, Fieldstat segmentation practice
Segmentation Approaches
| Approach | Variables | Strength | Limitation |
|---|---|---|---|
Demographic |
Age, gender, income |
Easy to measure and target |
Poor behaviour prediction |
Behavioural |
Purchase, loyalty, channel |
Predicts what people do |
Doesn’t explain why |
Attitudinal |
Values, needs, motivations |
Explains why people choose |
Harder to target in media |
Hybrid (all three) |
Combined |
Best prediction + explanation |
Requires large sample |
Sample Research Questions
What consumer segments exist in our product category?
How do the needs and behaviors of individual segments differ?
Which segment has the greatest growth potential?
How to effectively reach the identified segments?
Czy nasz obecny targeting odpowiada rzeczywistej segmentacji rynku?
Why Fieldstat?
Actionable Personas
Vivid segment profiles with targeting, messaging, and channel recommendations.
Typing Tool Included
Classify new customers into segments with 5–7 screening questions.
Strategy Workshops
We facilitate team workshops to embed segment understanding across your organisation.
International Scope
We run segmentation studies across Poland and CEE — with harmonised methodology for cross-market segment comparisons.
Benefits
- Statistically robust segments that predict real behaviour
- Hybrid models combining demographics, behaviour, and attitudes
- Vivid persona profiles with targeting and messaging recommendations
- Typing tool for instant classification of new customers
- Media consumption data for each segment
- Product portfolio implications by segment
- CRM and lifecycle strategy per segment
Applications
Brand positioning and targeting strategy
Product portfolio and pricing architecture
Media planning and channel allocation
CRM segmentation and lifecycle marketing
Innovation and NPD opportunity identification
Customer experience differentiation
Communication and creative strategy
International market segmentation
Implementation Process
1
Hypothesis Development
We define segmentation dimensions, key variables, and business objectives.
2
Large-Scale Survey
We collect behavioural, attitudinal, and demographic data from N=500–2,000 target consumers.
3
Statistical Clustering
We run LCA/cluster analysis, validate segment stability, and select the optimal solution.
4
Persona Building
We create vivid persona profiles with strategic recommendations for each segment.
5
Typing Tool & Workshop
We deliver a classification algorithm and facilitate a strategy workshop with your team.
Frequently Asked Questions
How many segments are optimal?
4–6 for most markets. Fewer means insufficient differentiation; more creates operational complexity.
How much does segmentation cost?
Full segmentation projects from PLN 30,000 (including survey, analysis, personas, and typing tool). Large-scale multinational projects from PLN 60,000.
How often should we refresh?
Every 2–3 years. Between refreshes, the typing tool keeps segment classification current.
What sample size is needed?
N=500 minimum for basic clustering. N=1,000–2,000 for robust LCA models with sub-segment analysis.
What is market segmentation research?
Segmentation research divides a market into distinct groups based on behaviour, attitudes, and demographics. The goal is to identify actionable segments you can target with differentiated strategies.
How many segments should a business target?
4–6 actionable segments is optimal for most businesses. Fewer lacks differentiation; more creates operational complexity. The right number depends on your market size and resource capacity.
What statistical methods are used?
Latent Class Analysis (LCA), k-means clustering, hierarchical clustering, and factor analysis. We validate segments with discriminant analysis and typing tools for ongoing classification.
Industry Sources & Standards
External sources and industry organizations related to this research method:
Related Sectors
This solution is most frequently applied in the following industries: