No guesswork, no long wait times.
Group audiences by what they need
Collect responses across markets and identify audience groups that share the same priorities.
01
NEEDS
Start with the needs people report
Audience groups become useful when they reflect meaningful differences in what people need. Demographic categories alone may combine people who face different problems or expect different outcomes.
Canvass asks respondents to describe their priorities and unresolved needs in their own words. Researchers can identify groups built around shared problems rather than convenient labels.
Group people by what they currently do
Two people can express the same goal while following different behaviours to achieve it. Their purchase habits, information sources, or current workarounds may require different product and communication choices.
Conversational surveys capture the actions respondents already take. Canvass analyses recurring patterns so teams can distinguish groups with different routes to the same outcome.
02
BEHAVIOUR
03
MOTIVATION
Understand what drives each group
Behaviour shows what people do, while motivation explains why they continue or change it. The same purchase can reflect convenience, trust, price sensitivity, or a lack of alternatives.
Canvass collects open explanations and compares them across respondents with similar behaviour. Teams can describe each segment using the reasons supported by the study.
Build profiles with restrained respondent data
Segmentation studies can collect more personal information than the decision requires. Extra detail increases respondent exposure without improving the usefulness of the segment.
Canvass collects only the profile fields required to distinguish the groups in the research design. Each segment retains enough context for analysis while protecting the person behind the response.
04
PROFILES
05
PREVALENCE
Compare how widely each segment appears
A distinctive group may offer valuable insight without representing a large share of the intended audience. Teams need to understand the presence of each segment within the study population.
Canvass applies consistent questions across respondents and presents the resulting groups in dashboards. Researchers can compare segment patterns across markets or customer populations.
Connect each segment to a practical decision
A segmentation model has limited value when product and communication teams cannot use it. Each group needs a clear connection to the need, behaviour, or motivation the organisation can address.
Canvass keeps the underlying responses available with each segment finding. Teams can use that evidence when adapting an offer or choosing how to communicate it.
06
APPLICATION
No guesswork, no long wait times.