The Challenge: The client had a fantastic segmentation that identified the size of the opportunity for them, but needed a way for their marketeers (not known for their quant skills) to really understand the segments and how to empathize with them.
The Solution: A three-stage qual methodology helped me get to the core of each segment and how this impacted their listening behaviours.
This encompassed online ethnography, filmed in-home interviews and post-tasks where users filmed themselves using audiobooks and podcasts.
Once this was complete, I facilitated at a full day segmentation launch event. Here, I immersed the whole UK client team into their key segments, using film, presentations and on-stage focus groups. Ending the day with mini-comms and content development sessions.
The agency & my role: The Sound, working as a Director.