Case Study: International Consumer Needs

An international information technology company needed a better understanding of the printing market in seven different countries. They wanted to identify groups of consumer and business customers according to their attitudes and printing needs in specific circumstances.

Our analysis

To allow the IT company to compare the seven key markets, Bonamy Finch ran analysis across each country individually using the same sets of input variables for consistency and comparison. A combination of factor and cluster analysis was used to create attitudinal and needs-based segmentations based on a number of criteria.

ANOVA and discriminant analysis was also used to create a link between attitudinal and needs-based segments. Only those attitudes that showed the most differentiation within the needs segments were used to segment attitudinally. This ensured strong linkage between the two segmentations and meant they were easier to explain to end-users.

Results

Detailed profiling was provided for a number of potential solutions. The chosen solutions were then optimised using additional information such as demographics and firmographics to make sure segments were as distinct as possible for targeting purposes.

Solutions were ultimately selected with a global overlay in mind and pieced together using a combination of statistical insight and qualitative input to arrive at a snapshot of the international market.

To track the segments over time and allow for segment-based profiling on other studies, quantitative and qualitative algorithm tools were created. Key driver analysis (CHAID) was also conducted within each market to identify the key differentiating variables for product choice.