​

The  requirement 

As a part of its 10-year strategy, our client made it a priority to understand and meet the diverse needs of its target market. This task was a particularly complex one, requiring specialist expertise due to the evolving underlying demographics of this market, along with distinct changes in their preferences and requirements.  

Freshminds’ Research Consultancy, through both our in-house team and our unrivalled expert network, is able to offer unique expertise in primary and secondary research, particularly in niche or highly complex and dynamic environments. This project in particular highlighted just how critical well-designed and specifically tailored research is, in being able to execute business strategy.     

Project scope 

The 15-week project involved the Research Consultancy team conducting network and expert interviews, along with survey fieldwork. They also formed and evaluated clusters of customer personas to identify core and non-core target groups and key purchasing criteria using a bespoke scorecard and benchmarking matrix. 

​

Methodology 

In order to meet the needs of our client within this highly complex operating environment, the Freshminds team developed a multistep bespoke methodology with four primary areas of focus: 

• Qualitative and quantitative primary research: Utilising our substantial expert network, the team conducted initial interviews, which helped to inform and develop the design of a large-scale survey of close to 1,000 people from across the UK. 

• Segmentation, clustering and scorecarding: In analysing the results of the survey along with the insights from the interviews conducted, the team was able to identify core and non-core personas and segment potential buyers, drawing conclusions regarding the main characteristics associated with each persona cluster.  

• Qualitative validation of service preference: To test the assumptions that had been developed throughout the project to this point, the team built a qualitative guide concerning needs and aspirations, desires, and price points, which was then used in conducting phone interviews with identified target buyers. 

• Cross comparison and benchmarking: Finally, after having tested the market mapping conclusions, the key characteristics of core buying personas were evaluated against our client’s key product offerings with final recommendations and gap analysis performed to ensure comprehensive coverage of service offerings.  

Results 

The project team collected and analysed a trove of qualitative and quantitative data through both primary and secondary research.

From the results of the analyses conducted, the team was able to formulate a number of conclusions about consumer personas across the market, including willingness to move, intent to spend, purchasing power, willingness to spend and persona prioritisation.  

By segmenting and clustering these personas on the characteristics that were identified, the team was able to break down the overarching market complexity into core buying personas well aligned to be targeted by our client’s current product offerings and provide insights as to consumer needs that are not being met and areas ripe for strategic growth.

The client was presented with these conclusions, which play a fundamental role in guiding the organisation’s strategic planning across their 10-year vision.   

Find out more about the work we do. Read more Freshminds case studies.