How can I enter a highly competitive category with low brand differentiation?
Challenge
Product category has become less differentiated, and a new vision and framework are required prior to innovation
Health & Wellness
Quantitative
Segmentation
Our framework
A segmentation was felt appropriate to identify groups to focus on and innovate within.
What was new/different:
Humans are multidimensional, so should the segmentation be. Utilizing MaxDiff scaling as an input to segmentation along with lifestyle and behavioural characteristics, a hybrid (multi-dimensional) segmentation was conducted in two of the client markets.
Why was it actionable
- Based on segmentation, we re-defined the dimensions on which current understanding was based helping client re-imagine the category
- Combining lifestyle as well as product characteristics into the segmentation helped client understand the target more granularly and get closer to the right kind of innovation.
Impact
We journeyed with the client from opportunity identification, idea and concept development before client went into volumetrics.
Client Speak:
Head of Research
“For the first time we can implement segmentation more fruitfully within the organization.”
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