Introducing a Consumer 360° Segmentation Model: A Case Study on the Development and Deployment of a Hybrid Attitudinal & Behavioral Segmentation

Download full white paper here

A few years ago I worked with a Fortune 500 Consumer Products Goods (CPG) company that needed to create more meaningful connection(s) to their customers, but they couldn't effectively reach them, nor did they fully understand their core customer groups. What began as a project to help increase media targeting efficiency evolved into discovery of a more comprehensive approach to understanding customers.

In the white paper I published (linked in this post), I provide an overview of the Consumer 360° Segmentation Model I designed and successfully deployed at the Fortune 500 Consumer Products Goods (CPG) company that was leveraged to create a new brand strategy and facilitated the success of a new product launch that generated twice the projected sales forecasted and was the biggest (i.e., most lucrative) innovation launched at the company that year. Another key output from the model was development of a reliable methodology for linking third-party consumer purchase behavior to first-party research (attitudinal survey) data, which enabled on-going reporting of the new customer groups identified in the study.