Case study
Preparing the launch of a B2C product across 4 major European markets by segmenting consumer attitudes
"Thank you to It depends for jumping into a project like this – with all the uncertainty involved – and for working so hard to crack the nut on building a meaningful segmentation from a mushy reality!" – CEO
Need
A B2C company was bringing a novel product to market in an otherwise extremely conservative field. To inform brand positioning and go-to-market strategy, they needed a clear understanding of consumer attitudes across various European markets.
Solution
We conducted a large-scale psychographic consumer segmentation. Using a multi-market quantitative survey and machine learning-based clustering methods, we identified differing consumer mindsets across the 4 markets. We determined respective segment volumes, traced the cultural origins of their differences, and provided recommendations for context-dependent positioning of the brand and product.
Process
Questionnaire design was based on qualitative fieldwork across the respective markets. The survey was fielded in local languages, translated by expert native speakers.
Market entry · Consumer segmentation
+4,000
nationally representative survey responses
4
different markets and local languages
Read more about our approach to psychographic consumer segmentation here
Your boutique consumer insights partner
We left traditional consulting to found the human-centric insights consultancy that nobody else was going to.
Based in a former butcher’s shop in Copenhagen, we help businesses make sense of the human needs that drive consumer behaviour.
Partnering with us means dealing exclusively with trusted senior experts. We plug directly into your team, we move fast, and we execute projects from end to end.
“I still think about that slide all the time.”
Lead Consultant, months after we delivered our key findings
Curious to hear more about this project?
It depends ApS
VAT: DK44107244
Guldbergsgade 57
2200 Copenhagen
Denmark