Right Time, Right Insights, Right Decisions: How Gotham FC Used Segmentation to Set Strategic Direction

Session Details: Most organizations treat segmentation as a research deliverable handed off when a strategy is already half-formed. But what happens when you deploy segmentation at the moments that matter most: during pivotal decisions, at organizational inflection points, before the path is set?

Attendees will learn how Gotham FC identified the right moment to invest in segmentation, how the work with HawkPartners moved from insight to organizational alignment, and what it looks like when research earns a seat at the strategy table.

Key takeaways:

Why the timing of segmentation matters as much as the methodology

How to position research as a strategic input, not a retrospective validation

Lessons from Gotham FC on translating insight into organizational direction