WE DO LEVEL 5 SEGMENTATION
Who, What, Where, When and Why
- We evaluate all of the potential segmentation variables and use those that best explain consumers’ decisions regarding the category under study.
- The variables can be demographic, psychographic and behavioral.
- We include in our models the 5Ws of marketing: Who, What, Where, When and Why
- We obtain a clear vision relative to how the market is characterized and how it can be activated.
- We identify consumers location by zip or postal code.
WHY LEVEL 5 SEGMENTATION?
- Allows us to obtain a deeper knowledge of the consumers when we study their attitudes and behaviors
- Allows us to identify opportunities for innovation – blue ocean strategies
- Allows us to prioritize actions to gain market share through a more effective brand activation – red ocean strategies
- Allows us to optimize brand activation and the mix of investments to improve
A JOURNEY WITH PURPOSE
“From Creativity to Analytics to Creativity ®”
Each challenge is unique and has its own complexities.
We work with various methodologies and research tools. We tailor our methods to fit the needs of the challenge. Being creative in our approach is fundamental in setting up a sound brand research strategy and developing a coherent brand strategy. Each challenge is complex and unique. We love it.
Embrace the complexity to achieve simplicity.
Simplicity in complexity
Understand to identify segments:
Map brand positioning in line with market opportunities and develop marketing and innovation strategies.
We use a mix of qualitative of etnhographic research tools to observe the brand universe and its dynamic.
Identify segments to act on:
Understand the market to identify brand opportunities based on consumer needs and competitor´s positioning
We use quantitative tools to measure consumers’ needs and to evaluate how the brand and its competitors are serving the market.
Map to activate strategies:
Draw the consumer journey to activate effective marketing strategies
We apply design thinking and creative brainstorming techniques to design consumer journey and identify relevant brand touchpoints.
WHY US?
Local and Global Experience
Our senior consultants have on-the-job local and global expertise with proven results.
Methodology based on facts and statistics
We understand the importance of an analytical and rigorous strategy, as well as a careful launch planning
Pragmatic
Clarity of outcomes and recommendations: all of our outputs are extremely practical
Collaborative Style is in our DNA
We deliver our best when we work together with your teams
Enthusiastic
We love marketing challenges and building consumer centric and design thinking innovation based on profound consumer insights