While segmentations can be beautiful, insightful and powerful tools, one approach to understanding a segment may not work as well across different teams, departments and business units. This had become true for ALDO. While their Marketing team was using and applying segment learnings easily within their area of focus, the Product Development team hungered for something different. They needed something more focused on understanding the lifestyle, tastes, and preferred designs across the spectrum of product archetypes for their key segment and could keep them inspired season after season.
Building on the team’s internal machine learning, we ran a month-long social media scan of participants Instagram accounts, coupled with a Sound Wave discussion to understand the intersection of segment + occasion + attitude + style. Not for the faint of heart, analysis included multi-language discussions and thousands of images!
Our findings have been instrumental in what will be a business-changing approach for the organization. With the product team now armed with clear and measurable archetype plans and definitions and with a roadmap of success well into 2021––we can’t wait to see what happens!
Making a Segmentation Sing
Pandora came to us, wanting to do a really smart, modern-day segmentation … not just a numerical prioritization of who they should go after, but a living, breathing, inspiring piece of work for everyone in the company to rally around.