CITB (Construction Industry Training Board) is the Sector Skills Council for Construction with some 80,000 members. For a number of years, CITB had been undertaking an annual employer and stakeholder study (~1,900 sample). However, they were not able to effectively apply the outputs from their study. As a result, CITB approached Turquoise to undertake a…
As one of the leading market research firms globally, we have developed a key specialism in audience and database segmentation. Turquoise have spent 30 years developing our approaches to behavioural, attitudinal and transactional segmentation, as well as combining the three.
For a number of our clients we have been able to take existing databases and apply a segmentation model to the whole dataset. In these cases, we have been the first market research company to provide a practical output for a segmentation.
Segmentation is predominantly used by our clients to track changes in the customer make up, target bespoke communication for each segment and to understand the deeper needs and motivations of each segment.