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Global Premium Spirits Company

Market Segmentation Research

Project Description

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.