Consumer segmentation – identifying meaningful marketing targets
Nourish3d make personalised vitamins using 3D printed technology. As a relatively young company with a unique, highly tailored product, they wanted to understand the different consumer needs in relation to vitamins and supplements in the UK and the US.
A needs-based segmentation of the vitamin and supplement market allowed Nourish3d to prioritise marketing targets and tailor their comms for maximum impact.
Following qualitative exploration by our friends at Craft, we captured data on vitamin and supplement needs, life priorities and self-perceptions which fed into cluster analysis and then factor analysis. The output was a sophisticated needs-based segmentation with clear priority targets and direction on how to reach them and with what messages.
Nourish3d found the insight and direction valuable for updating their UK strategy and informing their US launch.