The Sound
  • About
  • Work
  • Services
  • Blog
  • Contact

Elevating Segmentation With Aldo

The Challenge:

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.

The Approach:

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!

The Impact:

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!

Case Studies

Keep Reading

Transforming a Brand

An iconic footwear brand – best known for being sturdy, functional and enduring – came to us to help them understand a new target audience and their relationship outdoors.

Read More

A City With A Chip

MLSE, one of North America's premier sports and entertainment brands, wanted to understand their fanbase and explore attitudes and behaviours of people so important to its success.

Read More

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.

Read More
View All

Stay Up To Date

The Sound believes in sharing knowledge. If you’d like to stay up to date with our reports on people, culture and brands and be able to watch our documentaries (and even be invited to an event or two) then simply subscribe below. 

Subscribe

Stay Up To Date

The Sound believes in sharing knowledge. If you’d like to stay up to date with our reports on people, culture and brands and be able to watch our documentaries (and even be invited to an event or two) then simply subscribe below.

Subscribe
The Sound

Copyright 2021 The Sound.
All rights reserved.

  • Terms of Use
  • Privacy Policy
Learn More
  • Work
  • Careers
  • Team
  • About
  • Contact
Services
Stay In Touch
Mumbai

604, 34th Rd, Khar West, Mumbai, Maharashtra 400050, India

Tel: +91 93 2439 2908
Vancouver

#268 - 312 Main Street, Vancouver, BC V6A 2T2, Canada

Tel: +1 604 732 1090
New York

45 West 21st Street, New York, NY 10010, USA

Tel: +1 646 490 8387
London

52-54 Rosebery Avenue, London EC1R 4RP, England, UK

Tel: +44 20 3597 2948
Chicago

230 W Huron St, Suite 410 Chicago, IL 60654 United States

Tel: +1 312 265 1775