to understand the right away
We all do business in a dynamic, digital and highly competitive market conditions. Consumer is the one who dictates the rules of the game and who alone has the right to violate them. This not only leads to the need for reversal of the perspective, but also to the developing of approaches that allow tactical planning in the context of our brand performance strategic monitoring and management. The way to growth requires finding out how consumers differ, to cautiously select our target consumer group and to understand target consumers’ needs, desires, motivations.
Understanding how customers differ, and how our clients may develop strategies to capitalize on those differences, continues to be our research passion.
Main Business Questions
- How can I segment my consumers, products or consumption occasions?
- How can I better reach my target consumers?
- How can I (re)position by brand?
- How can I identify stretching opportunities for my brand?
- How can I accelerate decision-making to keep up with the market?
Our Research Solutions
Considering ourselves “segmentation experts”, we never stop exploring the fundamental information areas and their interaction needed to better understand consumers and targeting strategies – sector knowledge, consumer needs and sophisticated research approaches. For detailed and “packed” in the form of directly applicable guidelines, our approach includes close collaboration with our client in the form of structured workshops to implement both research findings and brand vision for development.
The first step is the exploration and defining buying behavior through extended qualitative research. Then quantitative measurement of segments and their contribution to the brand marketplace follows.
A more cost-effective approach is to develop segments based on qualitative research only. Typically a business wants to minimize the number of segments it has, as each need investment to target properly. With small numbers of big segments, a good researcher will be able to identify these groups within a program of qualitative research. This will not gather economic data, but it enables deeper insight into each group and monitoring over time provides core information about how segments change and develop.