Pop-Up Segmentation
Segmentation that's better, faster, cheaper. Yes, you can have all three.
Group your customers by their needs and motivations, in their own words. Pop-Up Segmentations are done in weeks instead of months, for a fraction of the cost of a traditional segmentation.
1,200 customers
34%
Weekend Growers
27%
Harvest Maximizers
22%
Curb-Appeal Curators
17%
Reluctant Waterers
Research teams at these companies use Voicepanel
The problem
Traditional segmentations have been out of reach for most companies.
Expensive and slow
Three to six months, plus specialized expertise to set one up and interpret the results.
Written in your language, not theirs
Survey questions use the company's words, which can create bias and misinterpretation.
Light on the why
The results often lead to more research to explain them, which adds more time and cost.
The difference
Segments built on your customers' own words.
When customers describe their needs and motivations in their own language, the segments reflect the market more closely than survey answers alone.
A traditional segmentation survey
“I see gardening as a way to relax.”
Strongly disagree
Strongly agree
The company's words.
A Pop-Up Segmentation
Honestly? Quiet. It's the one hour a week nobody needs anything from me.
AI follow-up
The customer's own words.
See it in about a minute
From one conversation to every segment.
How it works
Quant and qual in one study.
What do you grow?
What do you get out of gardening?
01
Ask
Structured survey questions combined with a large number of open ends.
Probe deeper on this question
02
Probe
Turn on AI probing for any open end. Our AI moderator follows up to get past the first surface response. People can type, or record audio or video, depending on the study.
03
Cluster
LLM-driven clustering builds robust segments from both structured and unstructured data.
Weekend Growers
04
Bring them to life
Each segment comes with what customers think and feel, in their own words, so your teams don't need a separate qualitative study.
What you get
Segments your teams can connect with and keep using.
Segment
Why they garden
Time each week
Would pay for
Weekend Growers
34% · 408 people
Harvest Maximizers
27% · 324 people
Curb-Appeal Curators
22% · 264 people
Reluctant Waterers
17% · 204 people
The questions that best tell the segments apart
Segment · 34% of customers
Weekend Growers
Gardening is their reset. They care about the ritual more than the result, and they drop anything that turns it into a chore.
In their own voices
“It's the one hour a week nobody needs anything from me.”
Dana, 41
“Sunday mornings, coffee, gloves. That's the whole plan.”
Lena, 34
“If it needs a manual, it's not for me. I garden to stop thinking.”
Marcus, 38
Examples use illustrative data.
Segments in your customers' language
Groups built on how customers describe their own needs and motivations.
A typing tool for future studies
Identify which segment someone belongs to in your next study, so the segmentation keeps working after the project ends.
Audio and video reels
When responses are recorded, reels help cross-functional teams connect not only rationally to the data, but emotionally to the people behind it.
Stronger fraud detection
Recorded responses make fraud easier to spot, and video adds another layer.
Typing tool
A segmentation that keeps working after the project ends.
A short set of survey questions identifies which segment someone belongs to in your next study. We test it against the full segmentation first, so you know how accurate it is. Use it to set quotas by segment or to compare results across segments.
Typing tool · 5 questions
Why do you garden?
Hours a week in the garden?
What do you mostly grow?
A plant dies. How do you feel?
Where do you get ideas?
Measured accuracy
88%
of 300 held-out respondents land in the same segment as the full segmentation.
Weekend Growers
91%
Harvest Maximizers
89%
Curb-Appeal Curators
86%
Reluctant Waterers
84%
Segment fit, out of 100
Best fit
Weekend Growers
Examples use illustrative data.
Frequently asked questions
Find the subgroups in your customer base.
Talk to our team to learn more about Pop-Up Segmentations.