Identifying different target audiences through a growth segmentation

Identifying segments within a target for a new product, each with different motivations to buy and hence require different messaging to reach and motivate.

The Challenge

How do you identify the target for a new product in new markets for a brand in order to optimize the communication and claims strategy to maximize sales.

Our Approach

Our client required a segmentation in order to understand the different attitudes that existed and hence the different motivations for their new product. By identifying those most likely to purchase the product and then segmenting the target (rather than the whole market) we created a segmentation focused on their particular needs.

Our Impact

A successful product launch into new markets using an optimized GTM strategy that identified the best range of products, claims and messaging to be used.

  • Electronics
  • , Personal Care
  • , Pharma and healthcare
  • , Technology
Study type 
  • Market sizing & understanding
  • Opportunity identification sizing and prioritisation
  • Segmentation
  • China
  • , France
  • , Germany
  • , UK

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