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Run the Smart Segmentation framework against your own data

A Smart Segmentation Report for UK CX and insight leaders. Your data, the four-layer framework, delivered in 30 days.

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We'll take the four-layer Smart Segmentation framework you met in the Playbook—Demographics, Behaviour, Attitudes, Motivations—and run it against your own customer feedback. You get back:

  • A Smart Segmentation report built on your data, not a template
  • Three deep dives on specific findings worth going deeper on–including any questions your team has been wanting to answer
  • A theme bank of motivational and attitudinal segments pulled from your customers' own language
  • A Power BI dashboard your team can present straight to the board
  • A workshop with your team to walk through the findings and next steps

Launch price: £4,900 + VAT (usually £9,600 + VAT).

Register your interest 30 June 2026 and we'll be in touch to talk through how it works.

See full details below ↓

Register Your Interest

Some of our Data-Driven and Customer-Obsessed Clients

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If your segmentation can't explain campaign variance, this is the gap.

Most segmentation plateaus at Layer 1 — age, location, tenure, account size. Fine for board reporting. Not fine for explaining why two cohorts with identical behaviour show opposite satisfaction trajectories, or why two campaigns with the same targeting land completely differently. The variance sits in the layers most organisations aren't measuring: Behaviour, Attitudes, Motivations.

The direction of travel is the same whether you're in a regulated sector or not. Ofgem built an attitudinal segmentation of energy consumers. The FCA's Consumer Duty treats behavioural data as primary evidence of good customer outcomes. Outside regulated sectors, the same pressure shows up as missed conversion and campaigns that should have worked and didn't. Segmentation that explains why beats segmentation that only describes who.

Why register now? This is the launch cohort for the Smart Segmentation Report before standard pricing applies. Early-cohort pricing, earlier delivery slots. The 30 June deadline is the cut-off.

 

Your data. Four layers. One report your team can act on.

The Smart Segmentation Report is the four-layer framework applied to your own customer feedback. You start with the data you already have. Thirty days later, you have a segmentation your team trusts, a dashboard they can present, and a theme bank they can re-use. 

Deliverables

1. Smart Segmentation report The four-layer framework applied to your data. Not a generic template—your segments, your customers, your themes. Shows which layers are currently live in your organisation, where the gaps are, and what the top motivational and attitudinal drivers look like for your customer base. Evidence your leadership can see.

2. Theme bank The motivational and attitudinal themes pulled from your unstructured customer feedback, built bottom-up from the words your customers actually use. Not imposed from an off-the-shelf taxonomy. Re-usable going forward—once it's built, you can apply it to every new wave of feedback without starting over.

3. Three deep dives Specific findings we go deeper on–either across layers (e.g. an attitudinal segment showing up in your behavioural data) or within a single layer where there's enough variance to be worth digging into. Got specific questions you've been wanting to answer? Why does Segment X churn at twice the rate of segment Y? Those count as deep dives too

4. Power BI dashboard Visuals the insight team can present straight to leadership. Live, filterable, not a static PDF that dates the moment you print it. When someone asks for a segment-level breakdown, you open the dashboard, not rebuild it.

5. Workshop with your team We walk your team through the findings—where to focus, what the framework means for their priorities, and how to use the theme bank going forward. This is where it stops being a report and starts being a plan. Included with every report, no extra charge.

Why this works

We don't use off-the-shelf segmentation taxonomies. We train context-based themes from your customers' own language—the grounded-theory approach the Playbook walks through in Section 7. That's how you catch the motivational signal buried in a repairs request, the attitudinal divergence inside a single age band, or the dignity-and-voice motivation that demographic-only segmentation systematically misses.

The shift

Before: demographic-only segmentation that explains some of what your customers do but none of why. Campaigns land for some segments, bounce off others, and nobody can say why.
After: the four-layer framework live in your data, motivational drivers named, three deep dives on the findings worth chasing, and the evidence to defend prioritisation decisions to the board.

4 layer framework. Demographics, behaviour, attitudes, motivations
 

Built on a framework that's already working.

The four-layer framework is already working operationally. British Red Cross, one of the UK's largest charities, built it into their Voice of Supporter programme—moving from siloed demographic segmentation across five teams to a unified four-layer approach where motivational data drives campaign positioning, messaging, and spend.

They didn't buy new platforms. They layered attitudinal data on top of existing feedback, built a motivational framework directly from supporters' own words, and chose segment names deliberately to maintain empathy across every team that uses them.

British Red Cross is a charity. The four-layer framework worked there, and it ports across sectors by design. We're making the same approach available to UK CX and insight teams in housing, utilities, transport, financial services and beyond, applied to your data, on your timescale.

 

Launch Pricing

We're running a launch offer for the first cohort registering interest in the Smart Segmentation Report before the 30 June deadline. After that, standard pricing applies.

Demo

Launch Offer

£4,900 + VAT for TSM Benchmark Report

Before 30th June 2026

Online Report

Standard Price

£9,600 + VAT for TSM Benchmark Report

This includes all five deliverables: the Smart Segmentation report, the three deep dives, the theme bank, the Power BI dashboard, and the workshop with your team. Multiple feedback sources included—the more your organisation can share with us, the more complete the theme bank.

 

What happens next

1. Register your interest Fill in the form and we'll be in touch.

2. We'll talk through how it works A short call with our team. We'll explain what data we need, what the report covers, what the workshop looks like, and answer any questions. No pressure, no hard sell.

3. You'll go through your usual process Procurement, data-sharing agreement, contract—whatever your organisation needs. We've run this with housing associations, financial services firms, transport operators, and charities, so we know the drill.

4. We run your data against the benchmark Once we have your data, you'll have your report and three deep dives within 30 days. We walk you through the findings and run the workshop with your team.

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30th June is close. Know where your segmentation gap is.

Register your interest and we'll talk you through it.

 

FAQs

What data do I need to provide?

Any customer feedback you have. Complaints, repair requests, survey open-text, contact-centre notes, chat transcripts, review text. The more sources, the more complete the theme bank. We typically work with 1–2 years of historical data.

 

How long does the process take?

30 days from receiving your data to the report and workshop delivery. See Section 6 for the full process.

What are the three deep dives?

Findings we go deeper on, on top of the layer-level Report. They can be cross-layer (e.g. an attitudinal segment showing up in your behavioural data), within-layer (where there's enough variance in one layer to be worth a closer look), or specific questions your team's been wanting to answer (*"Why does Segment X churn at twice the rate of Segment Y?"*). We agree the focus areas with you on the kick-off call.

Is my data kept confidential?

Yes. Your data is yours. We don't share it, aggregate it with other customers', or use it beyond your report without your explicit permission.

What happens after the report?

The report gives you a point-in-time view and a re-usable theme bank. If you want ongoing, automatic four-layer segmentation across all your feedback going forward, that's where our subscription comes in. We'll talk through the options in our follow-up—no obligation to go beyond the report.


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