If you want to develop a successful digital product, you must never lose sight of your customers. They must remain visible within your organisation at all times. Defining customer groups helps with this.

It clarifies exactly who your customers are and how they differ from one another in terms of their needs, wishes and preferences. It helps you to view your service or product from multiple perspectives. And that, in turn, ensures that you can make better decisions regarding further development and strategy.

Let's have a chat

Lia Bardoel — Lead Service Design & Innovatie

Send message via LinkedIn lia.bardoel@valsplat.nl

How we define customer groups

To define customer groups, we carry out research. We immerse ourselves in their world. We get to know them inside out. And from there, your customers come to life. We essentially follow three steps:

Going in-depth

We start with exploratory research. We engage in conversation with your target audience. We find out exactly who they are. What do they think? What do they want? How do they experience the world? Based on this qualitative research, we identify different stereotypes.
Measuring

We carry out quantitative research to validate the archetypes. We conduct surveys. We determine the size of the different groups. We add nuance and enrich the qualitative insights with figures.
Bringing them to life

Once we've defined and validated your customer segments, we bring them to life. We create a concise visual representation and guide your team through it.
Putting the knowledge into practice

We don't just deliver insights—we help you apply them. For example, we make sure your marketing and product teams can put them to work, enabling more targeted marketing and better-informed product decisions.

Proud of our clients

What you can expect from us

We’ve been conducting research for over 20 years. During that time, we’ve carried out hundreds of research projects for dozens of organisations. Here’s what you can expect from us when we work together:

Experienced researchers who’ll guide your team. We’ve been conducting research ever since we started Valsplat in 2000. It’s in our DNA. It’s the foundation of everything we do.
A strategic perspective. You’ll get more than just insights. We’ll work with you to consider how to apply them. We’ll ensure that all teams within your organisation can put them into practice.
Over the past 20 years, we’ve carried out research for just about every major player in the Dutch market that takes digital seriously. You’ll reap the benefits of that accumulated knowledge.