Case study
Helping a therapy provider understand barriers to seeking treatment among different population segments
Need
There are many potential barriers to seeking therapy. A provider of therapy services needed a better understanding of which parts of the population were more versus less likely to seek treatment, why, and what to do about it.
Solution
Using survey-based market segmentation, we identified the 3 key psychographic parameters driving decision-making around therapy: 1) an acknowledged need for help, 2) the personal ability to overcome perceived barriers (psychological, social, financial, etc.), and 3) the propensity for these to translate into action. Segments were enriched with various additional information, including demographics, and the insights guided market positioning as well as specific approaches to treatment approaches.
Process
We built segments using our signature combination of theoretical grounding, machine learning-based exploration, and human analysis. The representative population sample allowed for inference to the market at large.
Market research · Consumer segmentation
2,000
nationally representative survey responses
5
psychographic segments identified
Read more about our approach to psychographic segmentation here
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Lead Consultant, months after we delivered our key findings
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