Consumer segmentation to inform local go-to-market strategies
How Mano used consumer segmentation study to develop tailored activation strategies for their client
“It was a very good process working with Opeepl. Your team is very competent from a technical perspective, but at the same time being able to understand the output that we wanted at the end of the day and helping us towards that goal.
We primarily relied on the report provided by Opeepl to define relevant activation and channel strategies for each high-affinity segment, and whenever we saw the need to deep dive further into the data and findings, your team was very helpful at providing further details and perspectives.“
Emily Marie Yatman
Orchestration Director
The challenge
Identifying relevant consumer segments in new markets
Mano is a marketing consultancy hybrid specialising in integrated marketing solutions, primarily working with clients around the world to accelerate brand relevance and campaign impact through orchestration and consumer-centric insight planning.
While Mano typically collaborates with companies that already have a predefined target groups and enriches the information around that audience with insights, they faced a new challenge when one of their clients, the skincare brand Rudolph Care, asked them to identify consumer segments, in relation to Rudolph Care's decision to expand into two new markets.
“We were faced with Rudolph Care, who had extensive knowledge about their main target group in home market Denmark, but were lacking similar insights about who their customers were in other European markets. And as they were increasingly expanding their European presence, it became more and more critical to apply precision market entry and targeting strategies based on a solid understanding of local target group dynamics. So, really, it was more a task of identifying segments and detailing them in terms of effective activation strategies, rather than defining conversational or cultural topics that we could engage them with,“ says Orchestration Director, Emily Marie Yatman.
The solution
Consumer segmentation study to detail audience profiles in France and Sweden
To identify and analyse the key brand audiences that should be the focus of the local go-to-market strategies for Rudolph Care, Mano turned to Opeepl to conduct consumer segmentation research in the two markets - France and Sweden.
The study focused on detailing audience profiles in terms of their demands and purchase behaviour, as well as determining barriers and drivers to inform the consumer journey and activation approach.
Consumer segmentation
A consumer segmentation identifies existing consumer segments within the market, the characteristics and the differences in purchase behaviour, product usage and brand perceptions of each segment. The insights generated will contribute to a clear definition of key market segments based on differentiating attributes, perceptions of the existing market and/or product usage and patterns.
The research
A comprehensive analysis of key audience characteristics
Opeepl’s Dynamic Sampling methodology was utilised to run the consumer segmentation study in the French and Swedish markets. A total of 600 interviews were conducted (300 in each market), targeting female users of skincare products aged between 20 and 60.
The development of the questionnaire, translations, survey scripting and data analysis were managed by Opeepl.
CLUSTER ANALYSIS
Cluster analysis technique was used to classify all respondents into meaningful groups based on several variables, such as:
Personal passions (e.g. beauty, environment, luxury, etc.)
Attractiveness of brand origin (Scandinavian/Nordic products)
Brand purchase behaviours
Current skin routine (spending range)
Willingness to pay more
Awareness of Rudolph Care
Alignment with Rudolph Care’s values
Interest in/willingness to purchase Rudolph Care
CUSTOM INSIGHTS REPORT
Mano received a comprehensive insights report, specifically tailored to meet their unique requirements, outlining the research findings in detail. Main outputs of the research:
Key audience identification
Audience driver & barrier analysis
Audience profile deep dives for each country: key demographics, leisure, fun and passions, sources of inspiration and information, trust in information, shopping behaviour, known and purchased brands, primary motivations, regional brand preferences
The outcome
Tailored activation strategies, addressing unique needs of local audiences
For each of the two countries, four consumer segments have been identified, with two being determined as potentially interesting target groups for Rudolph Care.
While the segmentation study confirmed certain hypotheses which Mano had about Rudolph Care’s target groups in the French and Swedish markets, it also unveiled a number of unexpected insights into the brand’s potential consumer base, presenting untapped opportunities for Rudolph Care.
The research findings enabled Mano to identify high-affinity audiences and key brand drivers in the French and Swedish markets. Leveraging these insights, Mano crafted tailored activation strategies for Rudolph Care, addressing the unique needs of local audiences and informing consumer journey considerations.
Furthermore, the research outcomes served as the foundation for developing market-specific channel strategies, including communication recommendations for social media platforms.