Why we have it?

Understanding your audience is the cornerstone of effective Marketing. Without it, even the best campaigns can fall short.

Today’s audiences don’t have the time or inclination to decipher your message – but with our Segmentation, Targeting, and Positioning (STP) approach, they won’t have to make the effort.

By scientifically segmenting your market based on sub-cultures, needs, behaviours, and other classifications that go beyond traditional demographics, we can identify your most valuable customers. This enables us to build deeper connections and foster sustainable growth.

How it works

Effective targeting goes beyond standard data to explore the underlying motivations and behaviours that influence consumer decisions.

We blend advanced technology, strategic thinking, and behavioural science to uncover, validate, and activate deep audience insights while revealing hidden behaviours. With tools like statistical clustering, natural language processing (NLP), and enriched first-party data, our team can achieve a much deeper understanding of your target audiences.

Segmentation: We start by segmenting the market based on behavioural differences, psychographics, and needs. This comprehensive process uncovers unique audience groups defined not only by demographics, but also by their attitudes, behaviours, and pain points. This deeper understanding lays the groundwork for building meaningful connections with your audience.

Targeting: After clearly defining the segments, we identify the most valuable “Tribes” with the highest potential for engagement, conversion, and loyalty. By focusing on these high-value groups, we optimise your marketing strategy, reducing spending on low-impact audiences while maximising efforts where they matter most.

Positioning: Finally, by tailoring your brand’s messaging, products, and services to each target audience segment, we create compelling value propositions that resonate deeply. This strategic approach drives commercial success, ensures your brand stands out in a competitive landscape, and solidifies your position as a top-of-mind choice for your audience.

What this means for you

Discovering your audience is just the beginning—building meaningful connections is what truly matters.

Speaking to everyone means that you’re not really speaking to anyone. With the above framework and our team by your side, your communications will be more efficient, and importantly, more human. This humanity is key to building stronger brand engagement and sharing of voice, with tailored messaging that hits the mark for those actively looking for what you offer.

And, it doesn’t stop there. Insights from STP can be applied to other areas to inform product development, media planning, business strategy, and beyond.

De'Longhi | Joe Hunter, Head of Product

“Behave's innovative STP approach has been nothing short of mind-blowing, resulting in crystal-clear actionable insights. ”

Human behaviour made clear.