About Client
A marketing team within a leading global beverage company recognized the need for a structured approach to market research to support strategic decision-making for an upcoming product launch and the best country to launch in.
Study Impact
The research enabled the client to develop data-driven, targeted marketing strategies for distinct consumer segments, optimizing resource allocation. Additionally, the global insights helped fine-tune product positioning across regions, ensuring more effective market entry and maximizing the success of the product launch.
Objectives
Test, quantify and analyze potential consumer segments identified during the initial qualitative study within the target product category, focusing on their demographics, behaviors, and mindsets. Compare competitive product lines to uncover unique messaging and positioning opportunities. Provide insights to prioritize feature development for different regions and support a strategic product launch marketing plan.
Key Strategies Implemented
Transition from Qualitative to Quantitative Insights
In this project, the research process began with ZMET qualitative data, which formed the foundation for the quantitative survey. To bridge the insights, a key highlight was the use of MaxDiff analysis for segmentation. This method involved developing paired statements to measure both the mental and behavioral dimensions of the target audience. MaxDiff allowed the team to capture nuanced preferences and behaviors, providing a clearer understanding of how different segments prioritize their needs and motivations.
Comparative Analysis and Market Sizing
After segmenting the audience, the research team employed clustering techniques to define distinct groups. Furthermore, real market data and demographic insights were leveraged for precise market sizing, allowing the final segment definitions to align with actual market conditions, ensuring that the findings were both actionable and strategic.
Impact
Consumer Segments for Prioritizing Marketing Strategies
Leveraging comprehensive demographic, behavioral, and mindset insights for each unique consumer segment, our client successfully developed tailored marketing strategies, significantly enhancing the efficiency of their marketing spend.
Regional Differences For Optimized Positioning
The “Global” nature of this study provided valuable insights into how consumer preferences and habits differ across target countries. These insights enabled our client to tailor marketing strategies and product localization and positioning effectively for each specific market, ensuring geographic relevance.
