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.
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.
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.