Our client is a leading global mobile manufacturer and is facing the challenge of developing and implementing a consumer segmentation model that is relevant across regions and markets.
Having identified segments based on various key drivers, Nunwood’s Global Insight division was tasked with embellishing and ‘bringing these segments to life’ for the whole business.
The solution was global ethnography. Working within eight markets across five continents.
A multi-staged approach involved briefing meetings, in-home depth interviews, intensive but creative homework and diary tasks, and a half days worth of accompaniment / observation within a variety of contexts – whatever situations that would most typify that individual / segment.
As a result, Nunwood ethnographers found themselves singing within Shanghai Karaoke bars, mucking out horses, hanging out on street corners in Moscow and Sao Paulo, doing the rounds with personal fitness instructors in New York, sailing boats, and lots of shopping, watching sports, visiting gyms and hanging out in bars!
The success of segmentation studies rest on how well they are disseminated throughout the organisation, and ensuring it is relevant and easy to apply for people other than marketers. Brainstorming with product developers, for example, is a great way for people to feel involved and take ownership.
The video outputs have also played a key role.
Through our Film Production unit in Global Insight, we had the ability to edit content for a variety of media use. The client has received stand-alone videos for each segment (using respondents from around the globe), stand-alone videos for each market (using all segments research within that market) – as well as global videos that combine captivating consumer footage interspersed with strategic Nunwood analysis.
Such outputs are also available on fully-chaptered DVDs. All videos, debriefs and reports are also available to the client via Nokia’s online reporting system, created by Fizz.
