Attitudinal insights • Primary research and audience insights • Commercial strategy • Product launch
CASE STUDY
After completing a robust, quantitative global segmentation study, a consumer healthcare company needed to dive even deeper to get at the heart of who their key segments are as people, not just facts and figures in a report.
By illuminating the segments and diving deeper into who the consumer truly is as a person, we were able to better understand motivations, emotional and functional needs, and barriers. Through a multi-method approach, we were able to get into the minds, and (virtual) homes of each segment to bring each to life with novel insights and specific attributes. We explored both the universal fundamental needs that united the segments, but also the unique experience and viewpoints of each segment.
By getting beyond the numbers and raw data, we were able to create a robust segment report and rich insight profiles that added vital context to key segments. With media-rich profiles for each target, and an interactive insights-to-action session, we transformed segment insights into actionable market opportunities for a global consumer healthcare company’s portfolio of brands.