WHAT WE DO
SEGMENTATION AND MAPPING
We are all human beings. We all laugh, cry, get hungry, have feelings, and behave in almost identical ways to each other. There are small differences between us as individuals that make us unique. Spotting, and understanding these small differences (the skews) across different consumer segments, is essential for building targeted products, services and messaging for customers.
Scientifically mapping segments within market sectors against specific characteristics (for example, demographics, brand usage, media-graphics, brand perceptions etc.), is a good way of spotting and understanding the skews across defined consumer segments.
Good qualitative consumer insight is the principle foundation on which useful quantitative surveys are designed and built. For a thorough survey job, both qualitative and quantitative research need to be done.