WE’RE A DIGITAL MARKETING & PR AGENCY
OFFERING BOSTON-BASED PPC EXPERTISE
CONSUMER INSIGHTS, RESEARCH, SEGMENTATION & TARGETING
At Zozimus, our Consumer Insights, Research, Segmentation & Targeting services are built to help brands truly understand who their customers are—and how to reach them with precision and purpose.
We go beyond surface-level demographics, using advanced research methodologies and data analytics to uncover the motivations, behaviors, and needs that drive decision-making. From identifying high-value audience segments to crafting targeted messaging that resonates, we equip your brand with the insights needed to build meaningful connections and fuel smarter, more effective marketing strategies. Because when you know your audience deeply, you can speak to them clearly—and move them to act.
We take strategy seriously.
OUR APPROACH TO BOSTON OPTIMIZED STRATEGY
At its core strategy reflects people, both individuals and groups. From end users, to investors, to boards, to employees, to influencers and other groups, a great strategy identifies which human needs and desires will help your business achieve success. How do people think and behave, and why? Which types of people are important to achieve business growth, and which are not? What cultural, societal, categorical and technological forces are shaping their actions, views and expectations? How can past and current purchase behaviors project into future consumption? Who should be purchasing your services, and what barriers must be removed? What messages and experiences will win in both subconscious and conscious thought and activities?
These are some of the critical questions we work to objectively answer for any type of assignment, from business planning, to product extensions and/or culling, to advertising and marketing initiatives.
Real Client Success
Whimzees
- Digital Marketing, Strategy
YMCA of Greater Boston
- Creative, Paid Media, Public Relations, Social Media, Strategy
Avidia Bank
- Creative, Digital Marketing, Strategy
Qualitative and Quantitative Research
At Zozimus, we believe that qualitative and quantitative research aren’t rivals—they’re partners in discovery. While each offers distinct strengths, the most impactful strategies draw on both to create a holistic, actionable understanding of your audience. Because timing, scope, and budget can vary across clients and industries, we tailor our research approach to ensure the methodology is sound, the insights are accurate, and the outcomes are meaningful. That’s why we developed our flexible 3-2-1 data approach: a strategic framework for gathering and synthesizing objective insights that inform smart, targeted marketing decisions.
Third-Party Data (3): We begin by laying the groundwork with existing market research, publicly available data, and industry benchmarks. This foundational layer provides a broad view of the competitive landscape and highlights knowledge gaps to explore further.
Second-Party Data (2): Next, we enrich our understanding through conversations with those closest to your organization—internal stakeholders, leadership teams, and employees. These insights help us capture internal perspectives and stakeholder sentiment around your brand and audience. We often use qualitative methods such as stakeholder interviews or employee surveys to reveal nuances that data alone can’t surface.
First-Party Data (1): To complete the picture, we directly engage your consumers and target audiences to uncover how—and why—they interact with your brand. Depending on your needs and prior findings, we deploy the most effective methodologies, from one-on-one interviews and ethnographies to focus groups, shop-alongs, rapid-response surveys, or large-scale quantitative studies supported by advanced data analysis.
Throughout the 3-2-1 process, Zozimus partners closely with you to ensure every insight is relevant, every segment is strategic, and every opportunity is grounded in a deep understanding of your market and growth potential.
“The goal is to craft a position in the market that reflects your business and establishes differentiation from competitive offerings.”
SEGMENTATION & TARGETING
At Zozimus, we apply the classic STP (Segmentation, Targeting, Positioning) model as a foundational framework—one that’s both analytically rigorous and adaptable to each client’s unique needs. This model ensures we gather and apply the right data to inform smart, strategic marketing and business decisions at every stage of the process.
Our segmentation research dives deep into the broader consumer market—not just existing customers—to identify distinct, mutually exclusive groups, including both buyers and non-buyers. This comprehensive view helps us uncover unmet needs and new opportunities for growth. Depending on the project scope, we may begin with exploratory qualitative research or move directly into quantitative surveys. In some cases, reliable third-party segmentation data may already exist, allowing us to redirect resources toward strategy and activation.
Once the market is segmented, we evaluate and prioritize target audiences based on factors like size, value potential, and alignment with your brand’s goals. From there, we work to define a strong, differentiated market position that reflects your brand’s unique strengths and stands apart from the competition.
To shape this positioning, we incorporate qualitative insights through focus groups, one-on-one interviews, ethnographic studies (such as shop-alongs or in-store intercepts), and competitive audits. These consumer insights are then layered with broader contextual data—cultural trends, category dynamics, and internal brand analysis—to build a clear, compelling strategy that drives both brand equity and business performance.
WE CAN ACHIEVE
GREAT RESULTS TOGETHER
At Zozimus, it’s important to us that we achieve great results, while still maintaining authenticity and thorough strategy for your brand. Our team is committed to working hard to make your dreams come true, while not taking ourselves too seriously in the process. We’re ready to dive into your next campaign together.
