Segmentation studies are challenging for any business because of the complexity of the information which can lead to a lack of strategic clarity – we use an approach called Action Segmentation to ensure we deliver results.

Examples of where we have used this approach are:

  • Working with a building and construction company across multiple retail channels and disparate customers to identify key opportunities for growth into the future.
  • Providing a segmentation to a premium beverages client to ensure that their brands remain relevant to their existing consumers, but also connect with a whole new generation of drinkers.

Re-analysis of Existing Research Data

These days we are drowning in Market Research data. A lot of this data has not been fully utilised and there is always more value to unlock using innovative analysis approaches. The Paradigm Shift have been successful in the re-analysis of existing data to unlock and deliver additional insights.

Examples of where we have used this approach are:

  • Taking existing tracking data from an alcoholic beverages client to help better recruit consumers for qualitative research who were most likely to deliver growth to the business
  • Leveraged existing tracking and U&A data to produce an action segmentation to  forensically identify & profile key targets



"Robin brings a deep understanding of the consumer and the ability to distil complex subject matter into pragmatic recommendations."

− Lee Dashwood, Director, Business Intelligence, APAC, Electronic Arts

"In that time Robin has felt more like a member of the core team rather than an external partner. He has a vast and current knowledge of research tools and methods, and never fails to identify key consumer insights that will help deliver business results."

− Kapil Jaswal, Senior Brand Manager at Johnson & Johnson