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Consumer Segmentation

Consumer Segmentation

new segmentations tied to extensive category and media habits via new online panels

Marketing Challenge
A auto brand selected ConsumerDNA to upgrade its existing consumer segmentation. The segmentation was required to serve three distinct goals, including: next generation model development, extensive media habits so segments could be reached effectively, and long-term “white space” for new vehicle concepts.

Study Execution
ConsumerDNA completed 4,000 online interviews among consumers who intended to buy a new auto in the next 12 months as the data capture foundation. Our marketing scientists constructed the segmentation and “white space” analysis (based on unmet needs and the use of MaxDiff analysis) and also provided in-depth analysis by segment of online media habits. This was made possible by using a new consumer panel for the sample that tracks both off line and online media habits of its panelists.

The Results
Our client had a new segmentation much more actionable than those in the past because we were able to append extensive data about the online and offline habits of the participants.

Online Express Studies

Online Express Studies

when speed of delivery matters most clients look to ConsumerDNA’s Express Service

Marketing Challenge
A venture capital funded client was moving very rapidly into a new category in the financial services arena. Speed of insights became critically important as competitors began to respond to our client’s actions. A type of “first entry” war ensued and here were several times when our client needed a complete study done in less than one week.

Study Execution
ConsumerDNA conducted several studies using our Express Service where studies are completed from time of approval – questionnaire design, survey programming and testing, data processing and reporting – in just one week or less.

The Results
ConsumerDNA enabled our client to out maneuver its competitors in developing this new category and being the first to market.

In-home and Around Town Observation

In-home and Around Town Observation

teen cohorts point the way for consumer electronics company

Marketing Challenge
A consumer electronics company had introduced a new digital media product that became wildly successful in the U.S. targeting teens and young adults. Management was interested in expanding the success globally but wanted to be sure they entered each target country with the right marketing approach.

Study Execution
ConsumerDNA conducted in-home and “around-town” observation and questioning of teens and their friend cohorts. Twenty teens were recruited in major markets in each country. They were asked to recruit three friends each to participate in the study. We observed the primary teen at home and while going about town with friends to study their digital media habits. At the end they attended a focus group to discuss their habits in more detail.

The Results
ConsumerDNA constructed a qualitative segmentation or market structure analysis in each country to guide development of the product features and positioning of the products for that market. Results also guided messaging and branding strategy in each country.