Segmentation has always been a core part of brand strategy—but right now, it’s seeing a major resurgence. Across industries, more companies are investing in fresh segmentation studies to make sense of a world that’s shifted dramatically in the last five years.

At Reach3, we wanted to better understand what’s behind this renewed focus. When we asked Reach3 clients, the answer was clear: the macro environment has fundamentally changed consumer behavior. From the upheaval of COVID-19 to persistent inflation, evolving workplace norms, economic uncertainty, and the rise of AI and hyper-personalized marketing—people’s needs, values, and purchasing habits have transformed. Many of these shifts are lasting, and brands are under pressure to keep up.

That’s why segmentation research is back in the spotlight. Organizations need to decode today’s complex marketplace, identify new opportunities, and tailor their strategies with greater precision.

We dedicated a recent session in our masterclass webinar series to the topic. In the session, CEO Matt Kleinschmidt and EVP and Founding Partner Leigh Admirand shared how Reach3 is modernizing segmentation through mobile-first, conversational research methods that are faster, more human, and designed for ongoing activation.

Watch a recording of the webinar here or check out our recap below. 👇

Challenges with traditional segmentation

Many top segmentation firms in market research still use traditional approaches today, which unfortunately often fall short. "They're not really capturing immersive, emotional, contextual aspects that underlie what makes people do the things that they do," said Leigh. These legacy techniques, rooted in long email-based surveys and conventional focus groups, are often time-consuming, expensive, and ultimately less actionable.

One client noted their previous segmentation study took nine months to complete—and by the time the report was ready, the market had shifted. Stakeholders had lost interest. "It just wasn't relevant to them anymore."

Why a conversational approach makes sense for your segmentation research 

To address these issues, Reach3 leverages mobile-first, chat-based methods rooted in a conversational research philosophy. As Matt explains, "We're trying to evolve the research experience to be more immersive, organic and conversational, while at the same time maintaining rigor."

Reach3’s proprietary approach, powered by technology from our sister company Rival Technologies, mimics a texting experience and blends quant, qual, and video feedback. This conversational survey format feels more natural and engaging for participants, driving response rates as high as 80% and yielding deeper, more authentic insights.

A modern segmentation framework

Reach3's approach is built on flexible framework grounded in immersive, mobile, chat-based conversational principles, and includes several key pillars:

1. Foundational learning using qual, quant, and video-based data collection techniques
2. Custom set of tools to create and analyze segments
3. Scoring or typing tools for ongoing segment identification over time
4. Segment illumination and humanization by reengaging segments

We then create a suite of deliverables that allow customers and their stakeholders to easily activate the segments throughout the organization. "We can do this in a couple of weeks instead of months," Leigh said, emphasizing the speed and agility of our modern approach.

Methodological considerations for your segmentation

A strong segmentation study begins with stakeholder alignment and hypothesis generation. This ensures the segmentation is designed with clear business objectives in mind.

Sample design is also critical. Reach3 uses a multi-channel approach to recruitment, combining panels alongside non-traditional sources like QR codes, websites, and social sampling. "It's about bringing new voices into the boardroom," Matt said.

Surveys are structured as mobile chat experiences and split into short re-contact waves to avoid fatigue. Participants are more likely to finish—and provide richer responses—thanks to the friendly, familiar interface.

Flexible, AI-enabled analytics for segmentation

When it comes to analytics, Reach3 applies a mix of multivariate techniques tailored to each client’s needs. "There's no one-size-fits-all," Leigh said. Segments are validated based on size, distinctiveness, relatability, stability, and reachability.

AI market research tools are also used to analyze unstructured data, such as video responses. Rival's built-in AI Summarizer quickly identifies themes and verbatim clips, allowing researchers to move faster and focus on what matters most.

Digital storytelling deliverables

Matt and Leigh recommended going beyond static reports with dynamic deliverables such as:

• Real-time dashboards
• Video showreels and segment highlight reels
• Mobile-friendly digital personas and narrative reports

These storytelling tools help bring segments to life and make the data more accessible across teams. "Everyone remembers stories," Matt said. "It really helps stakeholders connect with the people behind the data."

Ongoing segmentation activation

Unlike other segmentation research firms, we don't stop once segments are defined and delivered. Reach3 often builds ongoing insight communities of high-value segments that allow clients to test, refine, and retest concepts over time. This always-on approach ensures the segmentation remains actionable and up-to-date.

It also supports the development of AI-powered tools and synthetic data models. "It's a way to continually ground synthetic datasets in real-world insights," said Matt. "We're really excited about where this can go."

Top customer and market segmentation firms in 2025: Why partner with Reach3 

As you can see, with a modern, conversational approach and an eye toward ongoing learning and activation, Reach3 Insights is helping brands unlock the full potential of segmentation—not just as a research exercise, but as a strategic capability for the future.

With experts in a wide variety of industries—including tech, telecom, apparel, pharma and food and bev—we have deep knowledge in this type of research and we're considered one of the top market research firms doing segmentation today. 

Reach out to our team for more information. You can also watch a recording of our webinar if you'd like to learn more and to hear segmentation case studies.