This company had invested heavily in developing a market segmentation for its liqueur brands, but was having difficulty translating the work into actionable market intelligence.
We were asked to re-examine the data that had been collected previously and create a new segmentation scheme. Using the behavioral data that had been collected — but not used in the previous research– we created a usage-occasion based segmentation scheme that provided clear direction for positioning and messaging.
This segmentation has become the standard framework through which the company views their market.
- Client: Global Premium Spirits Company
- Date: 2008
- Categories: Food and Beverage