Market Segmentation, Concept Testing and Market Strategy Development
A large international industrial and consumer services company
with a reputation for innovation had a very small share in a
potentially lucrative market. Up until then it had developed a mass
marketing strategy with little success, and was looking for ways to
grow its business through a more targeted marketing approach for a
relatively new household product they had developed.
Ignite Research recommended a comprehensive qualitative and
quantitative research methodology that involved a combination of
client workshops, retailer interviews, customer and potential
customer focus groups, and an online survey.
We were able to size the opportunity for them, and enable them
to set realistic growth targets for specific product variants. Our
insights and actionable recommendations helped the client increase
its share of the market through identifying relevant market
segments, a communications strategy that reached and connected with
those segments, a re-design of packaging and point-of-sales
material, retailer support strategies, and a new pricing
structure that stimulated demand.
