Client stories

What teams say after the brief lands

Comments from product and growth leads who commissioned behavioural segmentation assessments, workshops, and advisory work.

“They spent two weeks in our event logs before recommending which cohorts deserved a dedicated home screen. The brief that came back named three segments we already sensed were real, and dropped two we had been chasing for months. The only hitch was needing our analytics lead free for a half-day workshop mid-week.”
Helen Marlowe — Head of Product, Birmingham fintech · Behavioural Segmentation Assessment
“We walked in with a muddle of retention charts and walked out with named cohorts and a decision on which ones to message first. It felt less like a lecture and more like someone who had sat in our support tickets.”
James Okonkwo — Growth lead, subscription fitness app · Cohort Mapping Workshop
“Useful for aligning product and marketing on what 'power buyer' actually means in our app. I would have liked one more follow-up call after the written recommendations landed, though the documentation itself was clear enough for our board pack.”
Priya Nair — UX research manager, retail marketplace · Segment Strategy Advisory
“They refused to invent segments we could not observe in the data. That honesty saved us from building features for a persona that barely existed.”
Tom Ellis — Founder, education app · Behavioural Segmentation Assessment

Extended story

Fintech home screen: three segments, two retired

A Birmingham fintech team asked for a Behavioural Segmentation Assessment after six months of arguing about whether “everyday savers” deserved a dedicated home module. Their analytics export showed strong weekday morning logins, but support tickets told a different story: many of those morning users only checked a balance and left, while a smaller group completed transfers and bill setups in the same session.

Over four weeks we separated balance-checkers from transfer-completers, and named a third group that opened the app after payday notifications but rarely returned mid-month. Two earlier persona labels — including a broad “power saver” — were retired because they could not be observed without surveys.

The product team shipped a home variant for transfer-completers first. Helen Marlowe, who led the work, noted that the hardest part was protecting workshop time mid-week — a mild constraint we now flag in every kickoff. The segment brief later became the reference document for their Q3 roadmap conversations.

Read about the assessment format if a similar decision is sitting on your roadmap.