Segmentation Case

Feb 26 2018

SSC

SCOTLAND SUPPORTERS CLUB

The Challenge:

Jock Stein famously said ‘Football is nothing without the Fans’ and the Scottish Football Association agree. They recognised that fans should be at the heart of what they do so they enlisted our help in 3 key areas – develop a new segmentation model to define different fan profiles, understand their football journey and how they interact with the SFA and feedback from fans on their membership packages.

What We Did:

Qualitative depth interviews and ethnographic sessions to develop an in-depth understanding of each fan profile bringing them to life through video and diary work. Quantitative segmentation to validate each profile and size their potential in order to identify how we can target them more effectively across membership and media channels.

The Result:

This work has helped develop and reinvigorate the new 18/19 membership packages and the new segmentation model will inform and guide the SFA’s communication, marketing strategy and commercial focus going forward. Take a look at the Scotland Supporters Club

We are proud to host two of Scotland’s premier viewing facilities

The Glasgow View

The Glasgow View

A relaxing and professional space, allowing researchers and clients to focus purely on the research in hand

The Edinburgh View

The Edinburgh View

A contemporary space, 2 minutes from Haymarket station

Feb 07 2018

Scotch Malt Whiskey Society

The Scotch Malt Whisky Society

The Challenge:

The Scotch Malt Whisky Society (SMWS) is the world’s foremost whisky club but in recent years membership has slowly declined. The SMWS wanted our help to define their audience, understand the key drivers and barriers to membership and how the society could grow members globally.

What We Did:

Qualitative and quantitative insight identified 6 key whisky member ‘types’ and their key drivers of choice within the category. Qualitative work in the UK revealed the role whisky played and how each member type wanted the society to engage with them. Quantitative insight helped to size the opportunity of each segment and identify which whisky types dominated in each of their key markets globally.

The Result:

This work has helped the society redefine membership product, proposition and benefits by mind-set type, improve the membership renewal process and communications and aid creation of a new visual brand identity.

We are proud to host two of Scotland’s premier viewing facilities

The Glasgow View

The Glasgow View

A relaxing and professional space, allowing researchers and clients to focus purely on the research in hand

The Edinburgh View

The Edinburgh View

A contemporary space, 2 minutes from Haymarket station

Feb 07 2018

VetsNow

VETS NOW

The Challenge:

48% of households have pets but Vets Now as a business knew very little about who owned them. They asked us to build a comprehensive and workable consumer segmentation that would help inform decision making within the business and inspire development of the brand positioning and visual guidelines for the brand.

What We Did:

Using both qualitative and quantitative insight we created 8 mind-set personas, defining their attitude to veterinary care, their key drivers of choice and key needs across different brand touch-points. We also engaged the Veterinary profession to test the consumer approach and how it might be delivered.

The Result:

This strong consumer and vet professional insight has driven the overall brand direction and planning for 2017/2018. It has helped revitalise the brand and provide a clear pet owner positioning and brand architecture encompassing new brand guidelines, toolkits and assets.

We are proud to host two of Scotland’s premier viewing facilities

The Glasgow View

The Glasgow View

A relaxing and professional space, allowing researchers and clients to focus purely on the research in hand

The Edinburgh View

The Edinburgh View

A contemporary space, 2 minutes from Haymarket station