A consumer technology client asked us to help clarify and communicate a recently developed consumer segmentation model, which the marketing, product planning and design teams found confusing and dry.
We began by resolving some gaps and overlaps in the segmentation model, to improve its comprehensiveness – combining the base data with our wider knowledge of consumers and the market. We then developed rich segment profiles, integrating data from various sources.
We designed and produced a box set of digitally printed books that became a widely used reference tool by design, product planning, marketing and sales departments.
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