Building a needs based segmentation for a leading connectivity provider

Working with a leading global telco's Home Portfolio team to accelerate growth and innovation by delivering best-in-class home connectivity across Europe.

However, existing insight was primarily device led and fragmented, limiting its ability to inform:

1. Product and proposition development
2. Commercial and bundling strategies
3. Targeted marketing and communications

To unlock growth, they needed a holistic, needs-based segmentation rooted in real consumer behaviours, attitudes, and connectivity use case, moving beyond traditional demographic targeting to encompass attitudinal and behavioral insights that could pull audiences apart and support their ambitious strategy for more targeted growth

Key differentiator: We delivered a needs-led segmentation model rooted in attitudes, behaviours and connectivity requirements—combining qualitative insight and large-scale quant to create actionable connectivity personas.

Our sequential approach

1. First: Foundation & hypothesis building — meta-analysis of existing data and internal workshops to align stakeholder perspectives.
2. Then: Qualitative deep dive — in‑depth interviews across key European markets (UK, Germany, Italy, Spain) to surface motivations, pain points and tech engagement.
3. Next: Quantitative segmentation — large-scale survey (n≈4,200 across EU markets) collecting demographics, household composition, connectivity behaviours, attitudes to smart home tech and brand engagement; advanced analytics to derive a needs-led segmentation model.
4. Finally: Persona development — translation of segments into clear, actionable personas integrating needs, pain points, technology engagement and purchase drivers; creation of “golden questions” to identify personas in future research and activation.

What we vs client did: Bryter designed and executed the multi-stage programme (meta-analysis, interviews, survey and analytics). The client engaged via internal workshops to align stakeholders.

Technologies & methodologies: meta-analysis, qualitative interviews, large-scale survey (n≈4,200), advanced analytics, needs-led segmentation, persona mapping, golden-question development.

Key outcome: Delivered a needs-led, human-centred segmentation and a scalable model to support long-term growth across European markets.

1. Scalable segmentation framework tailored to technology engagement and household needs
2. Unified decision-making framework for product, marketing and innovation
3. Deeper shopper insights linking connectivity to core household priorities — enabling shopper insights savings and more targeted activation

Business impact: reframing the category around mindset and behaviour (not just demographics) gives decision makers a clear way to prioritise investments, reduce product-market risk, and focus go-to-market efforts where they will drive the greatest return.

Forward-looking benefit: the model enables faster iterations, easier localisation across European markets, and stronger ROI potential when applied to product roadmaps and campaigns.