{"id":7528,"date":"2026-10-30T12:11:42","date_gmt":"2026-10-30T12:11:42","guid":{"rendered":"https:\/\/borderlessaccess.com\/blog\/?p=7528"},"modified":"2026-10-30T12:11:42","modified_gmt":"2026-10-30T12:11:42","slug":"qual-vs-quant-segmentation-insights","status":"publish","type":"post","link":"https:\/\/borderlessaccess.com\/blog\/qual-vs-quant-segmentation-insights\/","title":{"rendered":"What if Your Qual and Quant tell Different Stories and Both are Right?"},"content":{"rendered":"Reading Time: <\/span> 7<\/span> minutes<\/span><\/span>\n

Key highlights from our co-presentation with Martens United Brands at Esomar 2026 that provides a fresh perspective on how we think about consumer behaviour research.<\/em><\/strong> <\/p>\n\n\n\n

<\/div>\n\n\n\n

Let’s state something nobody says out loud in a debrief.\u00a0<\/p>\n\n\n\n

<\/div>\n\n\n\n

Segmentation studies in market research may look neat, distinct, and statistically strong, but that does not mean they will be useful to the business.\u00a0<\/p>\n\n\n\n

<\/div>\n\n\n\n

Too often, segmentation frameworks are created, presented, and then slowly forgotten because they are hard to activate in the real world. When that happens, the problem is usually blamed on execution, or even the client.\u00a0<\/p>\n\n\n\n

<\/div>\n\n\n\n

But what if we segmented the wrong thing to begin with?<\/strong> <\/p>\n\n\n\n

<\/div>\n\n\n\n

That is the uncomfortable question we set out to answer. Drawn from a segmentation study that Borderless Access ran with Martens United Brands, the insight turned out to be a critical piece of methodological thinking in market research.\u00a0<\/p>\n\n\n\n

<\/div>\n\n\n\n
\n
\n

Table of Contents<\/p>\nToggle<\/span><\/path><\/svg><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n