Wall Street Journal-Market Erosion
Problem: Shrinking and aging audience became less attractive to advertisers, leading to long term decline in revenues.Goal: Redesign the publication to serve needs of emerging customers without alienating the core customer.
Approach: Leveraged consumer research to segment market, focusing on those with unmet needs and high propensity to switch.
Results: Reversed multi year revenue decline; generated >25% ROI; Significantly increased subscribers; Created substantial shareholder value when the paper was purchased.
Customer Insights methodology used
Market Segmentation
Primary Consumer Research/Surveys
Marketing Assessment and Mix optimization
Food Service(Coffee&Tea)-Sales Growth
Problem: Sales growth for the company was below peers and not meeting expectations. Management lacked a fact-base on the size and attractiveness of different market segments.
Goal: New Product Launch Strategy
Approach: Assessed the attractiveness of each market segment; considered factors such as size, cost to serve, growth and competitive intensity.
Results: Defined the capabilities required to serve each market effectively and identified~$50MM of near term growth.
Customer Insights methodology used:
Focus Groups/In depth Interviews
Mystery Shopping
Shopalongs
Company capabilities assessment: Organization, Tools and skillsets
Global Brewer-On Premise activation
Problem: Global Beer Brewer struggling to maintain presence and relevance on-premise, a key channel for building brands and introducing products.
Goal: Improve presence and relevance in this channel
Approach: Conducted a quantitative study of beverage consumption in four markets. Unified consumer, venue and need-state segmentation studies to provide a comprehensive view of consumption behavior and market opportunity.
Results: Identified gaps in product portfolio requiring innovation; Increased on-site revenue by 15%
Customer insight Methodology used:
Market Segmentation
Primary Consumer Research/Surveys