Unveiling the Needs and Emotions of Prospective Online University Students
overview The world of higher education has continually evolved to meet the changing needs of people. In particular, the continuous advancement in technology, coupled with increasing acceptance and demand for flexible education, has driven the growth and development of online universities over the past few decades. Our client, an online university, provides a flexible, accessible…
Segmenting Dog Owners by Those Seeking Quality Ingredients for Their Dog
overview In response to the dynamic shifts within the dog food industry, characterized by the ongoing humanization and premiumization trends, our client, a major dog food manufacturer, was planning a strategic research initiative. The goal of this comprehensive initiative was to dive deeply into the nuanced preferences and behaviors of dog owners, specifically focusing on…
Segmentation
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market segmentation research: a comprehensive guide
Overview Your prospects and customers are not all the same—segmentation research helps guide your targeting and messaging strategies. Market segmentation in consumer research is essential for effective marketing, as it recognizes that products and services cannot appeal to everyone universally. By identifying specific groups with varying attitudes, needs, and motivations, segmentation research enables companies to…
Using Segmentation to Target Those Most Likely to Give
overview A medical and research non-profit was developing a strategic plan to grow their base of charitable donors. To help with this initiative, they sought to gain a thorough understanding of the different motivations to support charitable organizations, as well as general attitudes and emotions associated with the act of giving. C+R created a multi-phase…
Driving Kid Retail Strategy with Shopper Segmentation
overview The children’s retail space presents unique and complicated challenges. Chief among them — the complex and ever-changing relationship between consumer (child) and shopper (parent/adult). A major children’s apparel retailer was losing consumers as they aged. To help the brand retain consumers and win new ones, consumer insights were needed to help guide new strategies…
Building an Effective Segmentation of Moms
overview A cable TV channel targeting young children had previously defined segments of moms based on their awareness/familiarity and engagement with the channel. However, as the channel looked to expand into new categories beyond television, it realized the need for a more detailed and sophisticated segmentation. To address this need, C+R surveyed more than 2,000…
Fueling Brand Growth by Elevating an Attitudinal Segmentation with a Multicultural Lens
overview A consumer-packaged goods company was interested in better understanding home fragrance opportunities to support their brand’s growth. The team wanted fresh thinking to uncover growth opportunities with a lens on the multicultural consumer. OUR APPROACH Immersion, Interviews, Workshops, and…Speed Dating? C+R’s Culturebeat team conducted a multi-phase research study that started with immersion and culminated with…
