marketing intelligence

Customer Segmentation, Ethnography and Exploratory Social Research

The duration, depth, and output detail of segmentation research, ethnographic home visits, customer journeys, and other social studies are limited by time, cost, and practicalities.

We have a range of low-cost exploratory methodologies which enable extended, real-time, immersion in the day-to-day lives, experiences, and perspectives, of your target groups, and you and your team can watch insight, trends and segmentation models unfold in real-time.

CASE STUDY

Business Objective: To better tailor to their advertising to the credit crunch, marketers at a multinational consumer goods corporation needed a detailed topography of UK customers’ daily experiences and buying behaviours.

Our Solution was a 3 month ethnographic investigation of 10 UK consumers using our proprietary tool Mylog, which allows participants to create a private online diary in real-time using text, images, videos, and SMS.

Our evolving task schedule helped participants focus on when, where, and how economic conditions influenced purchasing decisions, and they felt comfortable disclosing highly personal and important information.

Throughout the project, the client insight team received weekly headline reports from our research engineers. Marketers were also able to log-in from the office to connect directly with individuals on points of interest related to their current marketing activities.