Customer
Insights
&
Segmentation
Katrine Nordgaard
Partner, Insights & Brand Strategy
kno@sunrise.dk
Do you have insights into your customer needs and buying journeys – or are your decisions based on gut feeling?
Customer insights can be the key to commercial succes
At Sunrise, we help businesses understand customer behavior and predict future actions, enabling them to tailor 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 allow businesses to create a differentiated brand, identify strategic opportunities, and develop targeted communications that resonate with customers. We also help optimize sales processes and enhance digital presence, ensuring greater engagement and long-term growth.
Partnering with Sunrise empowers businesses to leverage customer insights as a pivotal aspect of modern marketing strategies, helping them understand and effectively cater to their audience for sustained success.
We help businesses implement
insights into their operations
What can sunrise do for you?
Segmentation
A method to divide customers into distinct groups based on behaviors, needs, and commercial value, to enable more targeted marketing and sales efforts.
Personas
Value-based profiles that represent key segments, focusing on motivations, needs, and pains, to ensure more relevant and impactful marketing and sales strategies.
Customer Journeys
Mapping out the step-by-step experience of customers, from awareness to loyalty, to identify opportunities to enhance customer experience.
Drivers & Barriers
Analyzing the key factors that influence customer decisions, both positive and negative, to optimize offerings and remove friction.
Concept testing
A method to evaluate concepts or communication with target audiences to minimize risk and ensure market resonance.
Pre/post brand tracking
A method to continously measure the development of your brand within key metrics to strengthen market positioning.
Insights driven value propositions
Value propositions based on customer insights, tailored to each stage of the funnel for maximum impact.
Brand awareness and perception
Measuring how well a brand is recognized and perceived in the market, providing insights to strengthen positioning and communication.
UX testing
Assessing 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 customers behaviour through qualitative and quantitative surveys. We use qualitative in-depht interviews when we want to explore unforeseen areas and gain insight into more complex issues. Quantitative surveys for when we 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, heatmaps, and click tracking to identify friction points. These insights allow us to conduct deeper investigations through A/B tests, moderated usability tests, and think-aloud testing, ensuring a continuously optimized user experience.
CRM & sales data
Sales and marketing gather a lot of data during the marketing and sales lifecycle of a lead. At Sunrise we use that insight to better utilize the tools at our disposal and 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
