Identifying consumer segments and ways to acquire them

After sizing our client's Total Addressable Market, we zeroed in on the segments with a highest opportunity for conversion... and outlined 'ways to win' across product and comms.

The Challenge

How do you take on one of the world’s iconic technology brands? Our client needed to pinpoint consumer segments that were ripe for acquisition – they needed to be high spenders in the category and have a strong affinity for our client’s proposition.

Our Approach

An initial stage of Qual helped us uncover current behaviors, attitudes and needs, along with the variables that influenced them. Quant was then used to size and segment the market, and ‘deep dive’ Qual helped us better understand the priority segments and bring them to life.

Naming sessions, rollout workshops and a live consumer ‘Q and A’ gave teams the chance to step into each segment’s worlds and ideate ways to acquire them.

Our Impact

The segmentation has been successfully rolled out across the company, with two priority segments guiding both strategic and tactical decisions around how to better service them.

  • Technology
Study type 
  • Design Guidelines
  • Innovation guidelines
  • Product blueprints
  • Qualitative research
  • Quantitative research
  • Segmentation
  • US

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