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Challenge
The market for PCS mobile telephone services is growing rapidly. One national
service-provider, looking for information to define brand strategy and
target media advertising, asked The Strategic Counsel to help identify
market segments that were prime prospects for the sale of PCS products
and services.
Strategy
We used qualitative research to identify factors that both motivate and
inhibit wireless-telephone use. At the same time, we launched a major
quantitative research study of both wireless users and non-users. Advanced
multivariate statistical techniques (such as factor, clustering and volumetrics
analysis) created several robust segmentation models. Each one provided
its own detailed attitudinal and behavioral information on a segment-by-segment
basis.
Results
The variety of our segmentation models meant the client's market-research
department could choose the one it preferred. The resulting sense of ownership
paved the way to a productive consensus with senior management and the
advertising agency. The chosen model ultimately formed the basis of successful
brand strategies and campaigns.
cultural
| financial services
| not for profit
| packaged goods
policy analysis and development
| retail | technology
| telecommunications
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