Unlocking Market Opportunities: Segment Analysis for Strategic Targeting

The Challenge

Our client, a global telco brand, wanted to understand EU household profiles to address broadband needs more effectively. The study aimed to uncover key pain points, unmet demands, and core use cases among consumers. By segmenting households, we were tasked with identifying key influences on purchase behaviour, including demographics, attitudes, and brand preferences toward our client versus competitors.

Our Approach

We conducted a meta-analysis of the client’s research using the Needs-Based Innovation (NBI) Framework and performed desk research on future connectivity needs and competitors. We refined insights through a workshop with stakeholders, focusing on persona applicability, priority needs, and hypotheses.

We ran eight in-depth interviews (40-60 minutes) in the UK and Spain to test the clarity of NBI-based statements. Then, we reviewed the questionnaire for potential confusion before testing. Next, a 20-25-minute survey with 4,200 household decision-makers across four markets, including 200 Vodafone customers, refined statement phrasing.

Finally, two alignment sessions with stakeholders refined consumer segments and integrated them into the business.

The Outcome

Our market analysis uncovered opportunity spaces for our client, focusing on areas where competitors fell short and where our client had a strong market presence. We simplified segment management with a flexible cluster analysis approach, allowing for varied segment dimensions like needs and behaviours.

Segments were identified statistically and profiled for commercial actionability, providing multi-dimensional profiles rooted in behavioural science to guide targeting and messaging at global and market levels. Our client gained a deep understanding of consumer segments, enabling tailored strategies for each market, supported by a segment typing tool for identifying future customers.