client challenge
- Our client was in the process of developing a new app and wanted to identify the consumer segments that were most likely to use it.
- Our client needed a strong understanding of these consumer segments in order to drive app adoption.
decision point approach
- Conducted a Perceptions Study with users of their current app to help understand the similarities and differences in the target audience for their existing and their new apps.
- Conducted an Attitudinal / Motivational Segmentation to identify and understand high potential consumers.
impactful solutions
- In addition to identifying and understanding the target, we also identified refinement opportunities with the new app.
- Created buyer personas to bring targets to life and to highlight how and where to reach these consumers.
client solutions
- Insights from the research enabled the client to make improvements to the app prior to launch.
- Adoption rates for the new app continue to increase due in part to trial generation strategies that are tailored for each buyer persona.
