Is segmentation dead? Long live segmentation.
For decades, segmentation has been one of the most powerful tools in the insight professional's toolkit. Yet many organisations are still working with approaches that were designed for a very different world.
As consumer behaviour becomes more fluid, data ecosystems more complex and AI opens entirely new possibilities, a fundamental question emerges: are our segmentation approaches evolving fast enough to stay relevant?
Join this UBA Exchange Community CMI session for an inspiring exploration of how segmentation is being reinvented. From needs-based models and hybrid data approaches to AI-powered applications and activation across organisations, we'll discuss how segmentation can evolve from a research deliverable into a strategic business capability.
Introduction
Segmentation has long been the foundation for understanding consumers, guiding brand strategy and supporting better business decisions. But the environment in which segmentation operates has changed dramatically.
Today's organisations have access to richer and more diverse data than ever before. Consumer journeys are increasingly dynamic. AI is transforming how insights are generated, interpreted and activated. At the same time, many companies continue to struggle with a familiar challenge: after months of research, segmentation often ends up as a report that is admired, presented... and gradually forgotten.
So what does segmentation need to look like in the years ahead?
Should we continue to rely on traditional studies, or move towards more flexible and continuously evolving approaches? How can survey data, behavioural signals, CRM information and transactional data be brought together into a coherent view of the customer? What role can AI play in identifying, enriching and activating segments? And how do we ensure that increased sophistication does not come at the expense of transparency, explainability and trust?
Perhaps even more importantly: how do we make segmentation matter beyond the insights department? The most successful organisations are no longer treating segmentation as a one-off research exercise. They are turning it into a common language for marketers, strategists, innovation teams, customer experience specialists and business leaders. Segmentation becomes a living framework that actively shapes decisions throughout the organisation.
In this Exchange Community, we will explore:
- The impact of AI, new methodologies and emerging data sources on segmentation practice
- How to move beyond static segment reports towards continuously evolving consumer understanding
- Practical approaches to driving adoption and activation across teams and functions
We will welcome three specialised speakers who will share different perspectives, practical experiences and real-world cases, sparking further discussion and exchange within the community.
Speakers:
- Ipsos: Cédric De Smedt, Senior Client Director and Benjamin Burssens, Client Director Innovation & Market Strategy
- Market Logic: Joseph Rini, Senior Director of Product Management
- Boobook: Nicole Huyghe, CEO/Founder and Eva Vandenberge, Senior Director Insights & Innovation
Schedule
On Thursday 8 October:
13:30 - 13:45
Welcome & introduction
13:45 - 14:25
Benjamin Burssens Client Director at Ipsos
Cedric De Smedt Senior Client Director at Ipsos
Cedric De Smedt Senior Client Director at Ipsos
Presentation and Q&A Ipsos
14:25 - 15:05
Joseph Rini Senior Director of Product Management at Market Logic
Presentation and Q&A Market Logic
15:05 - 15:20
Break
15:20 - 16:00
Nicole Huyghe CEO at boobook
Eva Vandenberge Country Director at Boobook
Eva Vandenberge Country Director at Boobook
Presentation and Q&A Boobook
16:00 - 16:30
Sharing experiences
16:30 - 17:00
Networking with a closing drink
Speakers
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Benjamin Burssens
Benjamin is Client Director within Ipsos Belgium's Innovation & Market Understanding team. With more than 15 years of experience in market research, he specializes in helping organizations better understand markets, identify growth opportunities, uncover customer needs, and develop actionable... -
Cedric De Smedt
Cedric is Senior Client Director at Ipsos Belgium, bringing more than 16 years of experience across both agency and client-side research environments. His expertise spans brand strategy, positioning, innovation, and growth, with a particular focus on translating consumer understanding into busine... -
Eva Vandenberge
Eva Vandenberge is Senior Director Insights & Innovation at Boobook, where she specialises in customer segmentation and translating customer insights into business action. Over the past 15 yrs, she has helped organisations across a wide range of sectors identify distinct customer groups, unco... -
Joseph Rini
Joseph Rini currently serves as Senior Director of Product Management at Market Logic Software, where he is responsible for driving the commercial and value considerations of the company's product offerings. Throughout his tenure, Joseph has played a key role in shaping Market Logic's AI-enabled ... -
Nicole Huyghe
Nicole Huyghe is the founder and CEO of Boobook, a consultancy specialising in pricing and customer segmentation strategies. With more than 30 years of experience helping organisations across the globe optimise customer value propositions, Nicole combines story telling, advanced analytics with pr...
Register
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Prices
UBA Exchange Communities are conducted in accordance with competition rules: discussions focus on best practices, trends and topics of general interest to the industry, and never on commercially sensitive information.
Participation is exclusively for UBA brand members and is included in the annual membership fee. Sharing experiences is at the heart of every Exchange Community.
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