From brief to a decision-ready segmentation in days — a working model of your market, built with the rigor of a fielded study at a fraction of the cost.
The problem
6–8 weeks
per research cycle
By the time a traditional segmentation lands, the brief that prompted it has moved on.
$30K+
per study
So it happens once every few years — then sits in a deck going stale while the market shifts.
Demographic buckets
that don’t explain behavior
“Women 25–44” describes your buyers. It doesn’t tell you why they switch, or what would make them.
How we do it
Step 01
In-depth qualitative interviews
60-minute, AI-moderated conversations with real consumers in your category. We probe the motivations, occasions and trade-offs behind each purchase — the depth of a live IDI, run at scale.
Step 02
Behaviour, not demographics
Traditional segmentation sorts people by age and income and stops there. We build segments on the real discriminators — the behavioural insight behind the purchase.
Step 03
Stress-tested before it ships
Segments have to survive replication before they reach your report. We re-run the typing tool across independent waves and keep only solutions that hold — stable membership, distinct behaviours, and sizes you can defend in the room.
100%
of the report built from real interviews
200–400
real consumers per study
2+
independent waves per study
Inside a readout
Live · always on
Ask the panel a new question, any day
The study never closes. Put a follow-up to the same segments after the readout and get a grounded answer that afternoon — from AI Twins calibrated on your interviews and benchmarked at 92.6% population-level accuracy against held-out human responses.
A
M
The Devoted · AI Twin panel
42 twins · always on
LIVE
Would The Devoted pay 15% more for a fresh-food line?
TWIN PANEL
Yes — 71% would. Guilt-relief framing beats price sensitivity for this segment; lead with "complete nutrition", not value.
Behavioral study · purchase drivers
Every figure traces to its source.
$135
avg spend / month
n = 254 · measured
“I’d rather cut my own grocery bill than switch him to something cheaper.”
21.2%
of category dollars
n = 42 · The Devoted
The Devoted are 16.5% of buyers but overspend the category 1.3× per head.
68%
open to switching
n = 42 · modeled
“If the vet mentioned it, I’d switch tomorrow.”
Source-traceable
Every number traces back to source
No black box. Click any figure to see its base size, confidence tier, and the consumer verbatims behind it.
What our partners are saying
“We killed a positioning debate that had run for a quarter — in one afternoon. Asked the panel, saw the segment splits, moved on.”
JM
Dana Reyes
VP Consumer Insights, Northwind
“The playbook-per-segment is what sold my brand team. It went from a deck we admired to a plan we actually shipped against.”
JM
Marcus Hale
Director of Innovation, Cedar Foods
Case study · Pet nutrition
How a pet-nutrition brand found its highest-switching buyer in a week.
Depth interviews with 254 real dog owners surfaced “Loving Under Pressure” — 16.5% of buyers but 21.2% of category dollars, and the single most winnable segment on switching.
end to end
of category $
switching openness
Common questions
Everything you need to know before getting started.
How is this different from a traditional segmentation study?
Traditional studies take six-plus weeks and cost $30K+. We run the same instrument — 60-minute depth interviews with real consumers — then extend the panel with AI Twins validated against parallel human surveys, and return a decision-ready segmentation in days at a fraction of the cost.
What makes the segments "behavioral"?
We build segments on the real discriminators of a category — the emotional job of the purchase and who the buyer trusts — rather than age, income, or region. Demographics describe your buyers; behavior explains them.
Can I trust the numbers?
Every claim is source-traceable to its verbatims and base size, and tagged by confidence tier — measured, modeled, or directional — so you always know how hard to lean on a figure.
What do I get at the end?
An interactive report: the segmentation logic, each segment sized three ways, mapped to category growth vectors, a full profile and playbook per segment, the brand landscape, and switching triggers.
How large a sample do you run?
Studies typically run 200–400 respondents across multiple waves, spread across the dimensions that matter for your category. Our pet-nutrition case study ran 254 dog owners across two waves.
Which categories does this work for?
Any consumer category where the purchase carries an emotional or habitual dimension — food & beverage, pet care, personal care, household, supplements and more. If your buyers can talk about why they choose, we can segment them.