Market-Defining Customer Segmentation

Customer segmentation research is the process of splitting a customer base into smaller groups based on common characteristics. This research helps businesses understand how customer needs and motivations differ between groups – allowing you to tailor marketing efforts, products, or services to improve your overall customer experience.

Sunseed’s customer segmentation research takes advantage of convergent cluster and ensemble analysis (CCEA) to find solutions that would go undetected using traditional single cluster methods. Findings allow you to tailor product design and marketing efforts to specific segments of your customer base – saving you time and money.

Market Segments include three aspects


Common needs within each segment.


Unique from other groups or segments.


Similar attitudes and responses to marketing messages or products.

Sunseed’s Advanced Customer Segmentation Methodology

Sunseed uses Convergent Cluster & Ensemble Analysis (CCEA) to help define consumer segments. 

CCEA develops a consensus solution based on a combination of the solutions available within the ensemble. The final solution is almost always different from all of the solutions in the ensemble. Ensemble Analysis benefits from a diverse set of cluster solutions, such as from different cluster methodologies (e.g., hierarchical, k-means, neural networks, etc.), different basis variables, and different numbers of clusters.

This is made possible by the fact that Ensemble Analysis does not analyze the original data, but rather examines only the assignments of individuals to clusters. The consensus solution combines information from several partitionings to find one which is most representative of them all. In other words, it is a “cluster of clusters.”

Sunseed Research Customer Segmentation - Convergent Cluster & Ensemble Analysis (CCEA)

Maximize Market Potential. 

Sunseed’s advanced CCEA research designs isolate customer segments that are specific to your industry and your product.

We equip you with data and insights that help craft strategies optimized to your unique customers.

Create Opportunities.

Our advanced analytics and visual storytelling approach brings your customers into focus.

Understand your customers’ attitudes, motivations & needs, purchase drivers, information sources, purchase paths, and competitive considerations. 

Tailor marketing efforts and products or services to better align with specific customer segments and ultimately increase market share and profitability.

Customer segmentation has helped our clients expand opportunities with current customers, identify new untapped customer segments, manage future competitive risks, develop new product lines, and identify unserved markets.

Get Started

When you’re ready to get started, we’re ready to do whatever it takes to make sure your market strategy is successful. From completely custom research design, data collection, research analysis and data visualization to ongoing best practice guidance, we’re here to help.

Hundreds of customer segmentation research data points coming together to form a customer segment

Completely Custom Customer Segmentation Strategies

Maximize Market Potential.

Customer Profile & Motivations

Understand who your customers are and what motivates them.

Purchase Drivers

Understand what drives specific customer segment’s motivations to purchase.

Path to Purchase

Determine a customer segment decision making process and path to purchasing your product.

Unmet Needs

Identify unmet needs and potential new opportunities by customer segment.

Product Optimization to Segment

Optimize products to best fit a customer segment’s desires.

Product Positioning to Segment

Identify optimal messaging and positioning approaches by customer segment.

The Science of Business

Experience the Sunseed difference; an achievement in the pursuit of knowledge and development in scientific technique and business strategies. Sunseed delivers authentic discoveries and unparalleled customer insights.

General Customer Insights

From basic to industry-leading analytical approaches, Sunseed has many research tools in our arsenal to help you understand and better define and target your customer.


Demographic data is gathered about respondents and is used in analysis for classification.

Customer Attitudes

Understand who your customers are and what motivates them.


Firmographic data gathered about companies or organizations and is used in analysis for classification.

Current Behaviors and Attitudes

Define customers through a series of attitudinal questions to understand who they are and how they think by exploring what consumers are doing, how frequently they do it, and for what reasons.


Know how the customers think, their underlying value systems, and their learning system.

Customer Segments

Better understand what motivates different customer groups by segmenting customers into groups of like minded.

Customer Profile & Motivations

Understand who your customers are and what motivates them.

Customer Segment Attitudes

Understand segment attitudes towards your brand, your product, your category, adjacent cagetories, and/or market shifting events.

Research Resources

Sometimes it’s helpful to understand what is possible, get ideas, or identify opportunities.

Sunseed’s research component resource is designed as a resource on your information gathering journey.