You’ve nailed the objective for Customer Segmentation
Primary & Secondary data has been gathered and analyzed.
Quantitative & qualitative research is commissioned
So what should you now expect the research agency to come back with? PERSONAS
Persona
Name of the cohort followed & demographic details of who it comprises of.
A description which creates an archetype of background, experience, education, income, roles & responsibilities etc.
Needs & Goals:
What does the user want to achieve, personally & professionally.
Frustrations:
What are the obstacles in achieving those goals?
Motivations:
What are they thinking? Attitudes that help or hurt, perceptions & beliefs they follow & their impact on behavior?
How do they make choices, assess risk, balance consequences & payoffs.
What are the decision drivers & the said & unsaid reason for the purchase?
Buying Process:
What process do they follow-shopping journey, time they take, purchase probability. Impact of seasonality & time taken to complete buying cycle
Shopping preference: Affordability (economical or premium), Touhpoints (Online or offline), Level of personalization
Channels
Where they are buying from, where are they present and where do they frequent.
Stakeholders
Who is the decision maker, who influences them, role of sellers and touchpoints.
Content
What content & information do they seek- where, when & why. How do they share information?
Servicing
How much of customer service do they need, when, where and how-degree of engagement they seek (DIY/DIFM/DIWM/DKCS)
Curio-Cities by Dilpreeta Vasudeva 
Right, getting into your customer’s mind has always been a tricky part. Some people are totally unpredictable and they want to stand out acting weird from time to time.
LikeLike