Nedbank boosts consumer understanding through segmentation


Segmentation research helped Nedbank better categorize its customers and provide more targeted services.

The challenge

Nedbank, one of South Africa’s top 5 banks, wanted to grow its insights in and understanding of its middle-market segment. As such, the bank approached InSites Consulting to help them create a new segmentation model that would inform all future product, service and solution development.


Our solution

During the first phase of the research program, we invited 100 Nedbank customers to participate in a one-week online consumer community. Through this online qualitative exploratory study, we immersed the Nedbank team in their customers’ broader-lifestyle wants and needs, to properly inform the new segmentation. This digital approach offered the research team a wider access to more information, making the ultimate segmentation infinitely more accurate (and faster!).

After having identified a large list of needs and wants, the research team deployed a quantitative study to add numbers to the feeling. This allowed them to adequately rank and group not only consumers’ desires, but also their unique profiles. This gave birth to Nedbank’s three new validated middle-market segments: The Herders, The Caregivers, and The Hunters.


The impact

Doing a needs-based segmentation proved to be infinitely more reliable and useful than the historic demographic-based segmentation.

The results from the various quantitative and qualitative consumer engagements allowed Nedbank to delve deeper into the consumers’ values, needs and wants. It also helped them create a bespoke suite of products that speaks specifically to the personal preferences of the newly identified segments.

This is currently the de-facto segmentation model used by the bank to categorize new customers, informing its product ideation, prototyping, roll-out phases and also its marketing collateral.

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Online Insight Communities

Online Insight Communities

Research communities, online discussions boards, bulletin boards, insight ecosystems… what’s in a name. In this bookzine, we bring clarity by defining four different community types, each linked to a concrete research need, illustrated with best practices. 

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