People don’t think in products; they think in connection. With a new Connectivity team and a converging market, Sky wanted to understand how consumers really live in an always-on world, and what “connectivity” means to them now and in the future. The goal was to build one view of the customer to unlock innovation and growth across every part of the business.

Approach

We built Sky’s first cross-channel segmentation; a single framework covering broadband, mobile and entertainment. Thousands of people, hundreds of variables, distilled into clear, human insight. We mapped the UK’s connectivity landscape through needs, behaviours and attitudes, identifying the forces driving how people connect, consume and communicate.

Result


Sky finally had a unified view of their customers. The work broke down internal silos, replacing legacy segmentations with one shared language across Marketing, Product and Strategy. It revealed who to prioritise, how to win them, and where to innovate next. The segmentation now underpins Sky’s five-year growth plan, shaping new propositions, guiding comms and inspiring teams to think customer-first, not channel-first.