Customer SegmentationClassify current and potential customers into meaningful groups

How well do you know your customers?

Your audience consists of people with various preferences and opinions and crafting marketing messages that speak to each one of them may appear to be a daunting challenge. Hanover Research finds commonalities among your customers by asking foundational questions about them. To keep pace with the evolving buyer, organizations need to know whom to target, what influences their decisions, and how to reach them. Buyer segmentation—breaking an audience into groups of buyers with similar characteristics and preferences—allows you to personalize your marketing messages to better communicate with different groups of customers. While successful buyer segmentation can support organizations in forging deeper relationships with their audience, effectively segmenting buyers can be a complex challenge.

Relying on advanced quantitative survey and data analytics methodologies, Hanover Research gathers behavioral, attitudinal, demographic, and psychographic data to generate unique groups through cluster analysis or decision-modeling, ensuring that your organization’s marketing messages are relevant across your entire audience.

Organizations that tailor product and service offerings to buyer segments see an average of 15% annual profit growth.

Strike a balance between all-to-one and one-to-all marketing


The usage, behavior, and events that inspire purchase


Your audiences’ resources for product discovery and preferred purchasing channels


Segment customer groups with custom psychographics and characteristics.

How it works: Buyer Segmentation Survey

For a complete view of potential buyers, organizations should survey both existing and prospective buyers. Hanover’s online survey can collect a robust data set on the audience of interest, including:

Demographic Descriptors

Individual characteristics such as gender, income, ethnicity

Firmographic Data

Company size, type, industry, and more

Psychographic Indicators

Hobbies, relevant activities, professional affiliations

Effective Messaging

Messaging that resonates with them


Behavioral tendencies and preferences

Decision Making-Drivers

The most influential components of decision-making

Watering Holes

Where and how to reach the audience

Rheem Measures Homeowner and Contractor Demand for Sustainability

“We wanted to take a holistic approach to understand consumer behavior, perceptions, and what words resonate with consumers and the trade when it comes to sustainability. Hanover’s survey insights helped inform our sustainability strategy: we saw that consumers and contractors really care about sustainability and value a manufacturer that is prioritizing sustainability in their business decisions. Hanover brought out research techniques like MaxDiff to help create the best survey instrument for our needs.”

– Kathleen Payne, Research and Customer Insights Manager, Rheem

Make decisions with confidence, not guesswork

Hanover Research provides high quality, custom research and analytics through a cost-effective model that helps clients in the corporate, education, and healthcare sectors make informed decisions, identify and seize opportunities, and heighten their effectiveness.


Ongoing research agenda adapts with your organization’s needs


200+ analysts with advanced research expertise


Annual, fixed-fee model delivers shared costs and benefits


Exclusive account and research teams ensure strategic partnership

Leverage the power of our Customer Segmentation solution