WEBINAR

Guide to Narrative Segmentation

81% of businesses say segmentation is critical for growth, but only a quarter believe theirs are effective.

The problem is that most segmentations are not built to do the job businesses need them to do. They are often based on demographics, broad customer types, or past behaviour patterns. They do not always explain why people make decisions, what might change their minds, or how they will behave in the future.

So how do you create customer segmentations that help you focus your strategy, improve marketing ROI, increase retention and loyalty, and grow your business?

Join us on the 2nd July 2026 at 3pm for this new webinar from Irrational Agency. We’ll explore how behavioural science and a narrative approach can help you build segments you can trust. We’ll show how consumer decision-making is shaped by unconscious emotion, personal stories, social influence, habits, beliefs, and expectations. We’ll also explain how narrative segmentation captures the conscious and subconscious perceptions that drive purchase decisions, reveal triggers and barriers, shape customer journeys, and influence the choices people make.

When these deeper emotional and narrative drivers are overlaid with existing habits and behaviours, you get a segmentation that does more than describe your audience. You get one that helps you understand what will move them.

Sign up and learn how to make your next segmentation win hearts, minds, and business growth.