Unstructured segmentation

Unstructured segmentation is a method of dividing a market into distinct groups without any predefined assumptions about how many segments exist, how they differ, or what characteristics define them. Instead of starting with predetermined categories, the segmentation emerges from analysing the data collected during the research process.

In this approach, statistical and analytical techniques are used to identify natural patterns, relationships, and clusters within the dataset. These clusters reveal groups of respondents who share similar attitudes, behaviours, needs, or preferences. Because the segments are derived directly from the data rather than imposed beforehand, unstructured segmentation can uncover insights that may not have been anticipated at the outset of the research.

This technique is particularly useful when exploring new markets, complex audiences, or situations where little prior understanding of the customer landscape exists. By allowing the data to guide the segmentation, researchers can develop a more objective and nuanced view of how different groups within a market behave and what drives their decisions.

Unstructured segmentation sits within the broader discipline of market segmentation, a service offered by DJS Research to help organisations better understand and target their audiences.

Why partner with DJS Research?

We build small, director-led, teams of sector experts who are with you from brief to debrief. As an employee-owned company, every one of us is invested in delivering quality, value, and long-term impact.

From agile testing to deep-dive strategic studies, we design research to meet your specific objectives. The agility of our in-house operations team and strength of our UK-wide recruiter network enable seamless execution at scale.

Our sector-focused teams have decades of experience understanding audiences and the complexities of the markets in which our clients operate. Working collaboratively we deliver actionable insight which drives positive change.

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Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.

Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.