Choosing which smart home customers to focus on
A smart home company was about to set go-to-market plans for years ahead, and wanted its assumptions about its customers tested first. We built a segmentation on behavior, then met the priority segments online and in their own homes.
- Client
- Smart home company
- Industry
- Smart home
- Market
- North America
- Kind of work
- Segmentation
- Our role
- Behavioral segmentation, then digital activities and in-home interviews with priority segments
The question
Whatever came out of this work would shape the company’s go-to-market plans for years, so it had to work for the teams who would use it.
That meant more than describing the market. It had to help teams from media planning to product roadmaps see which customers to focus on.
Our approach
We framed the brief around one question: was the company reaching the right customers, or the ones it understood best?
The segmentation was built on behavior, on what people do, buy and rely on around the connected home. Starting there put the segments the business had assumed to the test.
Qualitative work followed, so the team could meet the segments as people. Digital activities showed us their homes, routines and technology in their own words, and interviews in their homes showed each segment in the place where the product is used.
What the team came away with
The executive team had a behavioral segmentation, with personas and a short film for each priority segment.
The personas and films were made so leadership could recognize each segment as a person. Rollout sessions introduced the segments to the teams who would use them, from media planning to product.
Who we heard from
A behavioral segmentation survey, then people from the priority segments in digital activities and in-home interviews
Related work
View segmentation case studies- What we do
- Customer segmentation
Working out which customers to build for?
We’d be glad to talk it through with you.
A partner or director will reply.