Consumer Healthcare

Bringing global segmentation to life for a consumer healthcare company

What we did:
Mobile ethnography · Target illumination · Insight development · Innovation Strategy · Consumer immersion · Portfolio strategy

Challenge

After completing a robust, quantitative global segmentation study, a global consumer healthcare company needed to dive even deeper to get at the heart of who their key segments are as people, not just facts and figures in a report.

Insight

By implementing a multi-method, qualitative approach including a mobile ethnography, we were able to better understand motivations, emotional and functional needs, and barriers of each segment. Our study aimed to understand the minds and (virtual) homes of each segment to bring each to life with novel insights and specific attributes. We explored both the universal fundamental needs that united the segments, but also the unique experience and viewpoints of each segment.

Solution

By going beyond the numbers and raw data of the survey, we created rich insight profiles that brought each target segment to life, adding vital context to brand, innovation, and portfolio strategy. With media-rich profiles for each target, and an interactive insights-to-action session, we transformed segment insights into actionable market opportunities for this global consumer healthcare company’s portfolio of brands.