Segmentation That Actually Lives in Your Organisation: A Practical Guide

Needs- and value-based segmentation models predict purchasing behaviour and loyalty far better than demographic segmentation — because they explain why customers act, not just who they are. This leads to sharper targeting, stronger conversion and retention, and more impactful product and marketing decisions. Yet this approach has traditionally been reserved for larger, more mature organisations — until the age of AI.

With modern digital research tools and AI, building and operationalising real segmentation has become accessible to more companies than ever. Smaller teams can now work cost-effectively with frameworks that used to require dedicated insight departments.

In this in-depth session, we walk through how the College of Optometrists — a UK-based membership organisation with a 15-person marketing and product team — went from simplistic demographic segmentation to a needs-based model, how it is driving more effective marketing and product development, and how they are embedding it into everyday decisions with the help of real customer insight and AI.

What You'll Learn:

• Starting from the customer, not the channel — why the College rebuilt their marketing strategy around member needs and motivations, not demographics or assumptions.
• From insight to segments to journeys — how qualitative research with real members became the foundation for motivation-based segmentation and lightweight customer journeys that guide how each group is reached.
• Making strategy stick inside the organisation — how the findings were brought to life in a leadership workshop, turning research into shared understanding and concrete decisions.
• Research and AI as one process, not two — why the real unlock isn't AI alone but the combination: research that produces data worth activating, and AI that makes activation practical for teams of any size.
• What this means for your organisation — whether you work with members, customers, or users, the principles are the same. Start with real understanding. Build strategy on it. Leverage AI to accelerate execution.

This webinar is a great fit for you if:

• You or your team is looking to increase its AI and customer-centric maturity
• You work in an SMB company or membership organisation
• You lead or work in a Product, Marketing, or CX team
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Format: Online webinar
Language: English
Date: Thursday, May 14th
Time: 09:30–10:20 AM GMT / 10.30-11.20 CET
Tickets: Free, but limited. First come, first served.

Join us for a practical, behind-the-scenes look at how you can build, champion, and operationalise segmentation in your team.

Seats are limited to 100 participants — reserve your spot now!

About the speakers:

Stuart Slavicky
Deputy Director of Marketing and Communications, College of Optometrists — 20 years of marketing experience across agency and client side. Stuart leads the College's marketing strategy and segmentation work, and shares the full journey from research decision to AI-powered execution.

Nina Urala
Business Lead, Digitalist Experience — One of Finland's leading experts in customer segmentation research, with experience from several top research agencies and a PhD in consumer and sensory science.

Ville Österlund
CEO & Founder, Leanlab — 20+ years pioneering customer collaboration and research across the Nordics, Europe, and the US. Facilitates the session and demonstrates how AI-powered research tools are closing the gap between insight and action.

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