Segmentation has long been a foundational tool for marketers and researchers, but for years it’s operated quietly in the background. Now, it’s making a major comeback — and according to Deloitte’s list of top marketing trends for 2025, it’s arriving right on time.

Leigh Admirand, EVP at Reach3 Insights, recently wrote about this resurgence in the American Marketing Association. In her article, “Segmentation’s Resurgence: Why Modern Marketers Are Doubling Down on Getting It Right,” Leigh explains why segmentation is once again top of mind and what it takes to modernize this practice for today’s fast-changing marketplace.

Why marketers and insights are doubling down on segmentation

Research like Reach3's Trade Winds initiative shows that the consumer landscape has never been more volatile. From pandemics and inflation to the rise of AI and shifting consumer expectations, customer behaviors are constantly in flux. In this environment, static or outdated segments don’t just fall short — they can actively mislead.

As Leigh puts it, segmentation is the lens that “provides the clarity to see meaningful differences within your audience, align messaging to motivations, and prioritize efforts based on impact.”

And the impact is real: research shows that 80% of businesses using segmentation report increased sales. But to deliver that kind of ROI today, segmentation needs to evolve beyond legacy approaches.

Where traditional segmentation falls short

Historically, segmentation studies relied on static data and long surveys that took months to field and analyze. By the time insights landed, the market had already shifted.

Even worse, these outputs often lacked depth. They might reveal “who” your segments are but not “why” they think and act the way they do — making activation across marketing and product teams a struggle.

What are some innovative approaches to segmentation research? 

In her article, Leigh outlines five characteristics of modern, future-proof segmentation:

1. Conversational and mobile-first

Consumers live on their phones, so research needs to meet them there. Mobile chat-style surveys make participation feel natural, leading to higher completion rates and richer, more candid responses.

2. Agile, modular study designs

Instead of massive, one-off studies, modern segmentation uses modular, recontactable touchpoints. Researchers can refine hypotheses midstream, re-engage key segments, and adapt as markets shift. Using conversational research techniques, marketers see recontact rates of 65% — making it easy to ask participants relevant follow-up questions. 

3. Blending quant and qual

To get the ROI you need from segmentation research, you need to integrate qualitative depth (like video diaries or open-ended responses) right from the start — not bolted on at the end.

"Today’s most impactful segmentations go beyond 'math' and incorporate the nuance of qualitative insight," Leigh explains. This approach mix adds the emotion and context that quant data alone often misses.

4. AI-assisted, human-led analysis

AI can accelerate segmentation by surfacing patterns in unstructured data — from videos to open text. But the real magic happens when AI supports, rather than replaces, human expertise in synthesizing insights.

Leigh explains: "The most effective segmentation strategies use AI as a copilot: assisting in theme discovery, enriching cluster definitions, and speeding up the synthesis of large qualitative datasets."

5. Built-in activation

Segmentation has no value if teams can’t use it. That’s why today’s deliverables go beyond charts — with dynamic digital personas, video profiles, and playbooks that make segments easy to understand and act on. Ongoing insight communities around key segments keep learning alive.

Top research firms specializing in segmentation research in 2025 and 2026

As Leigh points out in her article, segmentation is making a big comeback in marketing and insights — but pulling it off requires more than just data and models. To get it right, you need a research partner who can balance analytical rigor with human-centered approaches.

So how do you find the right fit? Look for a firm that:

• Understands modern segmentation — one that goes beyond static demographics to capture motivations, emotions, and context.

• Uses mobile-first, conversational methods to make participation natural and engaging, leading to more authentic insights.

• Blends quant, qual and video seamlessly so you’re not just sorting people into buckets, but actually understanding what makes them tick.

• Leverages AI responsibly — using it to accelerate pattern detection without losing the nuance of human judgment.

• Builds for activation by delivering insights in formats your teams can actually use, from digital personas to video profiles.

Reach3 Insights is a top market research firm that can help with customer segmentation because of our conversational research capabilities. Our segmentation solution ensures that you truly understand what makes people tick, and gives you ongoing insights to be agile.

As Leigh writes in article, “With more flexible tools, more human-centered data, and smarter ways to keep the conversation going, segmentation can be faster, deeper, and much more useful.”

In a world where connection is everything, modern segmentation is more than just a marketing tool — it’s a competitive advantage.

Looking to learn more about segmentation? Check out our Masterclass webinar, where we go through the steps in detail and share case studies.