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Customer segmentation research capabilities

Through the process of examining target audiences and breaking them into smaller groups based on shared characteristics, customer research and segmentation research helps you make sense of consumers and their needs, interests, pain points, and behaviors. Audience segments can be molded into personas, making it much easier to comprehend the experiences of a particular group. Your strategies can be tailored to personas, making it more likely that any offerings and positioning you develop resonate with your audiences. This type of segmentation research also illuminates customer paths to purchase and customer journeys, ensuring you have an end-to-end view of the customer lifecycle. This holistic view highlights areas of strength and opportunity in your interactions with customers and allows you to methodically optimize the customer experience. Ultimately, quality customer and segmentation studies will make your organization more effective at reaching, winning, and retaining customers.

NewtonX customer and market segmentation research provides the insights you need to understand the entire customer journey—from awareness and consideration to conversion and loyalty. With our global open network of 1.1 billion professionals, we can tap audiences across functions, industries, and regions to power your research. We use our proprietary NewtonX Graph to identify and recruit verified professionals who are most relevant to your project needs. This means you will receive highly specific and relevant data that truly represents the voice of your target audiences. This accurate picture empowers you to formulate effective strategies that meet consumer needs and build durable, long-term relationships with your customers.

Customer journey research

  • Message testing
  • Usability studies

Customer loyalty research

  • Customer satisfaction score (CSAT) studies
  • Net promoter score (NPS) studies

Win loss research

  • Bundling & conjoint studies
  • Selection criteria studies

Persona research

  • Market segmentation
  • Persona development and segmentation
  • Customer pain point assessments

Customer path to purchase

  • Migration path tests

Usage and attitude research

  • Marketing funnel studies
  • Brand tracker

Segmentation research to deliver both scale and specificity

Our segmentation research technology reaches across 140+ industries to give you the scale of a panel combined with the depth of an expert network. From professionals en masse to niche, hard-to-find audiences, the NewtonX Knowledge Graph can find the exact people to deliver the business insights you need. We’re the only audience segmentation research company that’s developed proprietary technology to keep up with market demands. Here’s just a sampling of who we pinpoint, for everything from 5,000+ participant surveys to curated groups of in-depth interviews. 



  • Cryptocurrency specialists advising on hedge fund projects 
  • Advertising professionals overseeing brand spend
  • Reddit users that visit Reddit for NSFW content
  • IT decision-makers evaluating cloud software services

Want to see how NewtonX can help you?


How to futureproof your product strategy with custom product research

Recapping NewtonX COO Leon Mishkis’s talk at the Product-Led Summit on overcoming data challenges across the Product-Led Research Lifecycle.

How to Build Customer Loyalty in B2B

What is brand customer loyalty? Why is building and maintaining it important? Find out how you can improve the customer experience and increase loyalty.

Drive growth with a data-rich B2B customer journey map

A B2B customer journey map is a valuable growth tool when you build it with rich and trustworthy data and insights.

Take it from the world’s leading companies

A huge thank you to NewtonX for delivering on their commitment to excellence and being great partners. Dreamforce 2022 was our best year yet. We heard positive feedback on the quality of research participants and the tailored content has been viewed by millions of people across our industry.

Michelle Mere
Senior Director of Customer and Market Insights, Salesforce

I love working with the crew at NewtonX. I very much value the great partnership we have had with our engagements—a true extension of our MSFT team!

Senior Research Program Manager, Microsoft