CPG, Market Segmentation

 

BUSINESS SITUATION:

Our client, a major surgical equipment company, was interested in understanding physician attitudes and behavior for a new physician market they were entering. Burke was chosen because our client felt that we would work with them to ensure that the research would be actionable within their organization.

 

RESEARCH OBJECTIVES:

The client company wanted to understand physician attitudes and potential unmet needs within this market, and evaluate habits and practices for this physician group.  The client also wanted to determine whether there are specific segments that could be targeted with new products and prioritize potential target segments and future product development efforts.

 

METHOD:

Quantitative cluster and discriminant analysis.

 

OUTCOME:

Physicians were grouped into segments based on similar attitudes and needs. Target segments were selected and sales aids created that aligned with specific attitudes. The discriminant function was programmed into sales force personal digital assistants (PDA’s) to assist in tailoring sales presentations.

 

 

 

 


CPG, Market Segmentation

 

BUSINESS SITUATION: 

A global manufacturer needed to refresh their segmentation platform after a decade of leveraging their past segmentation research.  The current segmentation scheme was clearly valued and embedded in the organization, but needed to be updated given the overall changes in the economy and marketplace.

 

RESEARCH OBJECTIVES:

Our client wanted to align their key brands with the right consumers and find opportunities in the market for new products.

 

METHOD: 

Burke conducted attitudinal segmentation analysis for two product categories in 5 major regions across 22 countries.  Due to a need to implement the segmentation both tactically at a local level and strategically at a global level in coordinated fashion, Burke developed a unique approach to creating a hybrid local-global solution.  While each individual country had its own segmentation solution, those solutions were analytically coordinated to identify parallels across different parts of the world and create higher-level global segments, without sacrificing any local specificity.  Post roll-out, Burke conducted “Bring it to Life” qualitative among key segments of interest to help key constituencies get to know the new segments.  

 

OUTCOME:

This research not only updated the current segmentation scheme, but improved upon the past research allowing for a global strategy with local nuance.  Burke helped to align the segments with the current brand portfolio and find opportunities for growth.

 

 

 

 


CPG, Market Segmentation

 

BUSINESS SITUATION: 

A global manufacturer desired a new actionable segmentation study.

 

RESEARCH OBJECTIVES:

The client company wanted to set a strategy and provide direction for new product development and relevant messaging promotions.

 

METHOD: 

Burke conducted fieldwork and attitudinal segmentation analysis for three product categories in the United States, United Kingdom and Germany.  Burke conducted discovery qualitative in each country, designed the questionnaire, collected and analyzed data and implemented a global roll-out strategy.  To help the organization get to know the segments, Burke created “Bring it to Life” video documentaries to be shared throughout the organization.  

 

OUTCOME:        

This research provided an in-depth understanding of the category landscape globally and within each country.  The results also allowed the company to target consumers for whom their brands and sub-brands would be most relevant.