“Anyone who launches new products will immediately appreciate the power of this resource to influence design direction, target appropriate price points, and select materials with high consumer appeal. What I love most is that it facilitates open and powerful discussions across the marketing, design and business teams. It minimizes reliance on “the gut feel” of just one individual in an organization and helps create a unified vision for success.”
Clients who have invested in learning who their customer is eventually come to the conclusion that they don’t have just one customer. Customer bases are composed of varied demographics, psychographics and purchase motivations. By studying various needs and identifying clusters of consumers with those needs we can further refine your understanding of your consumer and your business. We often find that a client’s brand development or success varies by consumer segment. You might have a significant market share in some segments and yet you could be an also-ran in others. By identifying segments and your development in them, you unlock growth opportunities you didn’t know existed. Typically, these studies provide a “map” of the market, identifying all market segments, and showing your brand’s strengths/weaknesses, as well as your competitors’ strengths/weaknesses.
Typical project timing: 4 weeks