Objective-Oriented Segmentations

A leading U.S. manufacturer of beverage containers had developed an innovative new product. Commercialization plans included a full-scale launch into retail grocery, mass, and club channels. My role was to support the business leading up to and through the initial phases of the launch.

Qualitative insights were building quickly to suggest that multiple, unique and highly differentiated consumer groups would drive initial trial for the product. The organization needed to commit to a media and creative plan quickly. My task was to identify, define, and quantitatively measure the differences among these consumer groups to help frame and optimize the media and communications strategy.

Interviewing key stakeholders within the organization and carefully reviewing all existing research on related topics, we developed and fielded a very carefully crafted piece of supplemental custom research. Three distinct segments emerged with rich details on lifestyles, occasions, attitudes, and usage that in turn drove an optimized media and communications plan for the launch.

The whole process unfolded in about ten weeks, enabling the organization to accurately target and address key seasonal periods for its launch year. What drove the speed and effectiveness of the project is the singular, hands-on care it recieved from start to finish - from the upfront stakeholder interviews, through study design, programming, meticulous modeling, and straightforward reporting.