A ‘rigorous’ segmentation
Tell me how you do your cleaning...
Our client asked september to undertake behaviour-oriented segmentation with a view to optimising marketing and product.
september used a qualitative-quantitative approach to identify various 'cleaning type' segments. The interesting thing about the quantitative segmentation was its deployment of bipolar behaviour-rating scales prepared with input from the preliminary qualitative studies (in-homes) and based on the principle: tell me how you do your cleaning and I'll tell you who you are.
september was able to deliver a graphic segmentation that offers the client starting points for their future marketing and product development.