The Problem
In the digital age, traditional customer segmentation based on demographic profile is ineffective as consumers no longer fit demographic conventions.
The Before State
Segmentation, targeting and positioning of products were primarily based on demographic and psychographic attributes. This limited the scope of the brand and product reach.
The LatentView Solution
Customer segmentation and positioning was based on ‘occasions of use.’ This is modeled as ‘micro spaces’ and ‘demand spaces,’ using a data-driven analytical approach that combines survey and social data.
The After State
Identification of new consumption ‘hot spots’ and activation of occasion-based marketing messages led to an increase of 2-5% in market share across a range of beverage and snack brands.
