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Uranos Research

Uranos Research

Uranos Research

You don’t need another study. You need an answer.

You don’t need another study. You need an answer.

You don’t need another study. You need an answer.

We design the research around the decision your team needs to make – not around a standard methodology.

We design the research around the decision your team needs to make – not around a standard methodology.

We design the research around the decision your team needs to make – not around a standard methodology.

Explore our research

What we solve

What we solve

What we solve

Start with the decision, not the method.

Start with the decision, not the method.

Start with the decision, not the method.

We combine quantitative, qualitative and socio-cultural research only where it helps you get to a clearer answer and turn that answer into a decision your team can act on.

We combine quantitative, qualitative and socio-cultural research only where it helps you get to a clearer answer and turn that answer into a decision your team can act on.

We combine quantitative, qualitative and socio-cultural research only where it helps you get to a clearer answer and turn that answer into a decision your team can act on.

Consumption
Studies

Consumption
Studies

Consumption
Studies

Frame the right question first, then uncover the needs, differences and opportunities that matter for the decision.

Frame the right question first, then uncover the needs, differences and opportunities that matter for the decision.

Tailored
Segmentation

Tailored
Segmentation

Tailored
Segmentation

Build an audience system that is specific enough to guide strategy and simple enough for teams to actually use.

Build an audience system that is specific enough to guide strategy and simple enough for teams to actually use.

Uranos
Micromilieus

Uranos
Micromilieus

Uranos
Micromilieus

Classify audiences by values and social status, not just demographics – revealing the subgroups that drive decisions.

Classify audiences by values and social status, not just demographics – revealing the subgroups that drive decisions.

How we work

How we work

How we work

Research should make the next move clearer.

Research should make the next move clearer.

Research should make the next move clearer.

We start with the business question, choose only the methods that help answer it and translate findings into choices your team can use.

We start with the business question, choose only the methods that help answer it and translate findings into choices your team can use.

We start with the business question, choose only the methods that help answer it and translate findings into choices your team can use.

01

Frame

Frame

Frame

Clarify the decision, hypotheses and audiences that matter.

Clarify the decision, hypotheses and audiences that matter.

02

Research

Research

Research

Combine the right quantitative, qualitative and socio-cultural methods.

Combine the right quantitative, qualitative and socio-cultural methods.

03

Interpret

Interpret

Interpret

Identify what matters, why it matters and what is changing.

Identify what matters, why it matters and what is changing.

04

Activate

Activate

Activate

Translate findings into strategic choices your team can use.

Translate findings into strategic choices your team can use.

Consumption Studies

Not every question needs the same method.

We move between quantitative, qualitative and socio-cultural research combining exactly the methods each question needs to produce an answer your team can act on.

Quantitative research

Representative surveys and statistical modeling that quantify how big a segment is, how it behaves and what actually moves the needle.

Qualitative research

In-depth interviews and ethnographic methods that surface the motivations and context numbers alone can’t explain.

Socio-cultural research

Cultural and discourse analysis that connects behavior to shifting values, so findings still hold up as the context changes.

Micromilieus Segmentation

Micromilieus Segmentation

Micromilieus Segmentation

Same demographic.
Different world.

Same demographic.
Different world.

Same demographic.
Different world.

Micromilieus classify people by values, mindsets and life realities, not age, income or education alone — organizing an entire market into up to 28 distinct socio-cultural micromilieus that explain how people actually decide, need and change.

Micromilieus classify people by values, mindsets and life realities, not age, income or education alone — organizing an entire market into up to 28 distinct socio-cultural micromilieus that explain how people actually decide, need and change.

Micromilieus classify people by values, mindsets and life realities, not age, income or education alone — organizing an entire market into up to 28 distinct socio-cultural micromilieus that explain how people actually decide, need and change.

Two axes, real texture

Two axes, real texture

Two axes, real texture

Micromilieus map people by openness to change and self-determination revealing the motivations behind their decisions.

Micromilieus map people by openness to change and self-determination revealing the motivations behind their decisions.

Built from real surveys

Built from real surveys

Built from real surveys

Grounded in a solid database of more than one million consumer interviews across global markets.

Comparable across borders

Comparable across borders

Comparable across borders

The same socio-cultural logic works across countries, without flattening the local differences that matter.

The same socio-cultural logic works across countries, without flattening the local differences that matter.

Tailored Segmentation

Tailored Segmentation

Tailored Segmentation

If nobody uses your
segmentation, it failed.

If nobody uses your
segmentation, it failed.

If nobody uses your
segmentation, it failed.

A good segmentation should not end in a report. It should change how your teams see the market.

A good segmentation should not end in a report. It should change how your teams see the market.

A good segmentation should not end in a report. It should change how your teams see the market.

Segments teams actually use

Segments teams actually use

Clear profiles and simple rules, so brand, product and sales can apply them without a manual.

Built around your decisions

Built around your decisions

We define segments along the choices you need to make, not purely around statistical clusters.

Kept alive in your systems

Kept alive in your systems

Connect segments to your CRM, panels and campaigns so they stay usable long after the study.

Why Uranos Research

Why Uranos Research

Why Uranos Research

More data won’t fix the wrong question.

More data won’t fix the wrong question.

More data won’t fix the wrong question.

We frame the decision first, then build the research needed to answer it. The result is less noise, more context and a clearer view of what really drives people.

We frame the decision first, then build the research needed to answer it. The result is less noise, more context and a clearer view of what really drives people.

We frame the decision first, then build the research needed to answer it. The result is less noise, more context and a clearer view of what really drives people.

Depth

See the why behind
the what

See the why behind
the what

See the why behind
the what

Connect behavior with values, attitudes and socio-cultural context.

Connect behavior with values, attitudes and socio-cultural context.

Precision

Find differences
that matter

Find differences
that matter

Find differences
that matter

Move beyond broad groups to reveal smaller, strategically relevant audiences.

Move beyond broad groups to reveal smaller, strategically relevant audiences.

Actionability

Translate insight
into decisions

Translate insight
into decisions

Translate insight
into decisions

We do not stop at findings. We help turn them into implications for brand, innovation and growth.

We do not stop at findings. We help turn them into implications for brand, innovation and growth.

Frequently asked questions

Frequently asked questions

Frequently asked questions

What we hear most about our methodology and how we validate insights.

What we hear most about our methodology and how we validate insights.

What we hear most about our methodology and how we validate insights.

What are values-based micromilieus, and how do they enhance customer insights?

Values-based micromilieus segment consumers based on shared core values, lifestyles, and mindsets — going beyond simple demographics. Micromilieus enable a deeper, future-oriented market analysis that goes beyond traditional segmentations.

They not only help maximize existing market potential but also allow for the early identification of growth opportunities. This leads to higher market penetration, improved sales strategies, and targeted innovation management.

How accurate are Uranos AI-generated customer insights compared to traditional methods?

AI-powered insights can often be more precise, faster, and scalable than traditional research. Uranos combines large-scale behavioral data with deeper values-based segmentation.

What kind of data does the Research Assistant use?

It accesses the full Uranos knowledge base, including qualitative and quantitative insights from over a decade of research on values-based micromilieus. Where available, it also integrates national consumer studies for additional depth (currently limited to select countries).

How are Personas different from traditional personas?

While traditional personas are static and based on assumptions, Uranos personas are dynamic, data-driven, and based on real insights from over a million interviews conducted in more than 20 countries — bringing you closer to your audience than ever before.

All questions

Uranos Research

Uranos Research

Uranos Research

What do you need to understand?

What do you need to understand?

What do you need to understand?

Tell us the decision you are working on. We will help you determine the right research approach.

Tell us the decision you are working on. We will help you determine the right research approach.

Tell us the decision you are working on. We will help you determine the right research approach.

Talk to our research team

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