Durable Goods Segmentation
Summary
A prominent company in the outdoor power equipment (OPE) category was missing current information about a specific consumer target that was important to several key brands within their portfolio. They needed to understand current attitudes and behaviors to properly align their brands and develop messaging that spoke to this target audience.
Research Objectives
The major objectives were:
- Develop a deep understanding of category consumers.
- Define unique segments based on attitudes and behaviors around OPE.
- Profile the segments to fully understand their needs.
- Align the brands with the segments that will best position them for success.
Research Design and Methods
We conducted multiple phases of qualitative and quantitative research to gain deep insights into rational and emotional behaviors.
- Virtual in-person interviews (IDIs) to learn what types and brands of equipment these consumers own and use and why.
- Robust quantitative survey to understand brand preferences, channel preferences, sources of information, and more.
- Additional virtual IDIs to develop rich segment personas that bring the segments to life.
- In-person activation workshop to internalize segments, develop plans to better serve them, and assign move-forward tasks.
Results
The research resulted in the development of a new segmentation scheme with some unexpected consequences. Brand alignment with the segments was more complicated than originally expected. The following outcomes were directly related to the multi-phase approach of the research.
- Persona development enhanced the client’s understanding of the needs and motivations of the segments and allowed them and their agency partners to frame messaging specific to them.
- The activation workshop brought the larger team together to strategize, finalize decisions, and walk away with next steps.
Analytical Consulting Services
If you would like more information about our positioning research or market segmentation services, please contact Bonnie Janzen, President (bjanzen@decisionanalyst.com), or Elizabeth Horn, Ph.D., Senior Vice President of Advanced Analytics (ehorn@decisionanalyst.com), or call 1-800-ANALYSIS (262-5974) or 1-817-640-6166.