Case Studies
Segmentation (Attitudes, Behaviors, Occasions, Needs)
Traveling in the Right Direction
A leading online provider of travel services wanted to expand its share of the domestic family travel market.  A trip-based segmentation study was conducted to understand the underlying structure of the domestic family travel market - attitudes, behaviors, needs, barriers, and expectations – and explore opportunities for better addressing the demands of its current and potential customers.  The questionnaire was quite comprehensive and collected detailed information for up to five family trips taken in the previous 12 months.  Importantly, the consumer segments identified in this research were ”sized” using US population demographics and historical sales data in order to target their marketing efforts toward those segments with the greatest dollar volume opportunity.  The results of this research were used to develop new and improve existing products and services in the domestic family travel segment. 
Take a Good Look
A segmentation study was conducted among target consumers for a fast growing cosmetic procedure, in order to gain insights into how to encourage trial of the client’s brands.  The analysis fully explored the behaviors, attitudes, equities, strengths, weaknesses, and barriers of the category, including opportunities for differentiation and synergies between the two client brands.  The results of this research provided guidance for increasing trial and volume for the two brands, individually and in tandem.  A computerized typing tool helped the client to target marketing messages to people who came to their website and became classified into one of the segments identified from the research.
 

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