The solution was not a single campaign but a linked research system that connected audience insight with operational priorities.

WorkedDid not

Audience view

Six behavioural archetypes clarified customers.¹

A single undifferentiated customer view. Not the chosen approach.

Market scope

Consumer and rider markets were both segmented.¹

Consumer insight remained confined to customers. Not how the approach developed.

Recruitment

Rider archetypes supported the next 100,000 recruitments.¹

Recruitment was planned without rider archetypes. This was not the reported direction.

City decisions

Insights informed tracking and positioning.¹

City markets were treated as identical. The findings point to a different view.

The customer programme came first. Deliveroo used Savanta to segment the UK takeaway market by ordering behaviour, producing six audience archetypes and identifying considerable growth opportunities.¹ That gave the business a research structure it could extend rather than replace.

The extension was the key design choice. Insights from customer segmentation drove rider segmentation, creating archetypes that supported recruitment planning for the next 100,000 riders.¹ The resulting insights also informed brand tracking and competitive positioning in city markets.¹

Deliveroo used segmentation to extend rider recruitment through market insight