Usage & Attitude And Segmentation Study
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SITUATION ANALYSIS
The client intended to explore a new segment. Hence, the need to obtain a deep understanding of consumers’ behavior, needs, motivations, brand usage & preferences as well as need states with the category so as to identify the “white spaces” that existed.
RESEARCH OBJECTIVES
The key objective was to have a deeper understanding of consumer usage, needs, attitude, brands perception as well as identifying consumers need states.
RESEARCH APPROACH
Based on the research objectives and in view of providing comprehensive insights, a hybrid approach involving both Qualitative & Quantitative ResearchMethodologieswas appliedto thestudy. 20 focus group sessions were held across four locations. Different hypotheses and “why” were generated in the qualitative phase. The quantitative study was conducted to quantify the qualitative findings. A usage & Attitude study integrated with Segmentation analysis was applied and 1,000 respondents were interviewed across the 6 geo-political zones in Nigeria.
REAL INSIGHT
The segment was considered to be very competitive with marketing activities standing out as the key segment drivers. Hence, development of an encompassing and aggressive marketing activity was recommended to the client. In addition, the consumers were classified into 4 different segments based on their need states.
SAMPLE DELIVERABLES
A SWOT analysis was used to identify the strengths, weaknesses, opportunities, and threats of key competitors which helped in client’s positioning
Segmentation Analysis was also used to classify respondents into 4 segments.
