Austrian PE Manufacturer
Customer segmentation
challenge
A multi-million-dollar chemical manufacturer was seeking a large research agency to help segment their customers based on their core needs and choices made in the purchasing process.
OUR APPROACH
As the project lead and main point of contact, we worked along with the core agency representative to device the project from the pitch to the completion stage. We designed a research program conducting both qualitative and quantitative techniques to harness the customer’s opinion and the choices they make. The data collected was used to prepare a segmentation model, using factor and cluster analysis.
THE INSIGHT
B2B targeting requires careful consideration of various factors that impact the choice a customer makes in their purchasing criteria. Value for money is only one of these in the mix. Important to remember that the end client is also looking for human interaction and a seamless transactional process.
OUR APPROACH
As the project lead and main point of contact, we worked along with the core agency representative to device the project from the pitch to the completion stage. We designed a research program conducting both qualitative and quantitative techniques to harness the customer’s opinion and the choices they make. The data collected was used to prepare a segmentation model, using factor and cluster analysis.
THE IMPACT
At the end of the research, the client was extremely pleased with the insights presented to them and the value and depth of the segmentation. The concept of needs-based segmentation was appreciated and widely utilised with in the client business. The infographics created were widely utilised among the internal teams within the clients’ core stakeholders.
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