Customer
Insights
&
Segmentation
Katrine Nordgaard
Partner, Insights & Brand Strategy
kno@sunrise.dk
Is your decision-making based on customer insights
or just gut feeling?
Understanding your customers is key to commercial success
We help businesses understand customer behaviour and predict future actions so they can tailor their offerings to meet customer needs. We specialize in B2B insights while also covering B2C, giving companies a comprehensive understanding of their market.
Through both qualitative and quantitative analysis, we uncover key behaviors, preferences and trends within target groups – particularly in the B2B space, where customer journeys and decision-making processes are more complex. These insights can allow your business to differentiate its brand, identify strategic opportunities and develop targeted communication that resonates with your customers.
We also help optimize sales processes and digital presence, ensuring greater engagement and long-term growth. Working together, we can help your business leverage customer insights to understand your audience, meet their needs and drive sustained success.
We help businesses apply insights to their operations
What can sunrise do for you?
Segmentation
Divide customers into distinct groups based on behaviors, needs and commercial value to enable more targeted marketing and sales efforts.
Personas
Create value-based profiles representing key segments that focus on motivations, needs and pains to ensure more impactful marketing and sales strategies.
Customer Journeys
Map out the step-by-step experience of customers, from awareness to loyalty, to identify opportunities to enhance customer experience.
Drivers & Barriers
Analyze key factors that influence customer decisions, both positive and negative, to optimize offerings and remove friction.
Concept testing
Evaluate concepts or communication with target audiences to minimize risk and ensure market resonance.
Pre/post brand tracking
Continuously measure the development of your brand within key metrics to strengthen market positioning.
Insights driven value propositions
Create value propositions based on customer insights and tailored to each stage of the funnel for maximum impact.
Brand awareness and perception
Measure how well a brand is recognized and perceived in the market, providing insights to strengthen positioning and communication.
UX testing
Assess digital experiences through user feedback and behavior analysis to optimize usability, engagement and overall customer satisfaction.
How do we methodologically gain customer insights?
Human Insights data
We dive into customer behavior through qualitative and quantitative surveys. We use in-depth qualitative interviews when we want to explore unknown areas and gain insight into more complex issues. We use quantitative surveys when we want to measure trends, identify patterns and gather data at scale.
Digital behavioral data
When running LinkedIn ads, we collect valuable demographic data – such as job titles, industries and engaged companies – to refine our targeting and attract high-quality leads. To understand website user behavior, we analyze session recordings, heat maps and click tracking. These insights allow us to conduct deeper investigations through A/B tests, moderated usability tests and think-aloud testing – helping ensure a continuously optimized user experience.
CRM & sales data
Lots of data is gathered during the marketing and sales lifecycle of a lead. We use those insights to better utilize the tools at our disposal and understand where our customers should focus their efforts to secure a higher output.
Want to know more?
Get in touch with our experts in Customer Insights & Segmentation
