Case Study: Optimizing Market Segmentation: Harnessing the Power of Data
THE CLIENT: Global Health and Wellness Brand
THE INDUSTRY: Consumer Health
THE CHALLENGE
A global health and wellness brand had previously conducted a segmentation study, but the results lacked clarity and were not widely used across teams. Marketing, product development, and merchandising needed more practical guidance to identify key segments and target them effectively. The brand turned to Qlarity Access to develop segmentation that could be clearly defined, activated, and applied across the organization.
THE SOLUTION
Qlarity Access brought a structured approach to segmentation, helping the brand move from broad insights to practical direction teams could use.
- Needs-Based Survey Design: Developed a comprehensive survey built around the needs shaping health and wellness purchases, giving the brand a stronger foundation for understanding what mattered most during the buying process.
- Segmentation Analysis and Refinement: Evaluated 10 to 12 potential segmentation models using cluster analysis, behavioral context variables, and iterative review to identify the optimal solution.
- Persona Development and Team Activation: Built detailed personas that combined demographics, behaviors, and needs, then led collaborative workshops to help internal teams align on the 2 to 4 highest-priority segments for marketing, product development, and strategic planning.
THE IMPACT
The brand’s investment in Qlarity Access delivered a more practical and effective approach to segmentation across the business.
- Targetable Segments: The study identified distinct, high-value segments shaped by behavioral patterns and demographic markers, giving teams a more precise way to target consumers based on their needs and preferences.
- Actionable Insights: The insights extended beyond marketing to inform product development and merchandising, creating a unified strategy across departments.
- Enhanced Campaigns: By focusing on the needs that drove consumer behavior, such as quality and personalization, the brand developed campaigns that resonated with its target audience.
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