Evidence
Customer & Segmentation Research
Market research asks whether the market is worth entering. This asks how you win in it.
Two different questions get answered by the same phrase. Whether a market is investable is one study; how to acquire customers within it is another, and the second is where most commercial plans are thin.
We segment by behaviour and willingness to pay rather than by demographics, because demographics rarely predict purchase in these markets.
How the work runs
- 01
Define the buying unit
Who actually decides, who influences, and who pays.
- 02
Segment by behaviour
What triggers purchase, what substitutes, what blocks it.
- 03
Size and value
Volume and margin per segment, not just headcount.
- 04
Prioritise
Which segments to win first, and what it takes to win them.
What you receive
- Segment definitions with sizes
- Buying-decision map
- Value and margin by segment
- Targeting recommendation
Who this is for
- Companies with a product and an unclear buyer
- Businesses entering a new market
- Teams whose acquisition cost is rising
By who you are
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Gateway is the advisory layer between a decision and the money behind it.
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