Leigh Caldwell
How to build a segmentation that drives growth?
Most businesses know segmentation matters. In fact, 81% say it is critical for growth. But only a quarter believe their current segmentations are effective.
That is a problem.
Too many segmentations are built around broad customer types, demographics, or past behaviour. These can be useful, but they often stop at describing who people are or what they have done before. They do not always explain why people make decisions, what might change their minds, or how they are likely to behave in the future.
For a segmentation to be useful, it needs to help businesses make better decisions. It should help teams focus strategy, improve marketing ROI, increase retention and loyalty, and identify where growth is most likely to come from.
That is where narrative segmentation comes in.
In our upcoming webinar, we will explore how behavioural science and a narrative approach can help you build segments you can trust. We will look at how consumer decision-making is shaped by unconscious emotion, personal stories, social influence, habits, beliefs, and expectations.
We will also show how narrative segmentation can capture the conscious and subconscious perceptions that drive purchase decisions. These deeper drivers reveal the triggers and barriers that shape customer journeys and influence the choices people make.
When these emotional and narrative drivers are overlaid with existing habits and behaviours, segmentation becomes much more powerful. It does not just describe your audience. It helps you understand what will move them.
Join Irrational Agency on 2nd July 2026 at 3pm to learn how to make your next segmentation win hearts, minds, and business growth.
