Placing consumers’ homes at the heart of a re-energised brand strategy

True global segmentation partners


Electrolux needed to move from  a manufacturing led strategy to a company with consumer understanding at their heart. A single consumer understanding framework was required, to span all continents and business sectors.



Working with multiple stakeholders, across multiple disciplines, Bonamy Finch have led the development of segmentation within Electrolux for over a decade. A needs-based segmentation allows Electrolux to understand consumers’ relationship to their home and the appliances within it. The segmentation has been refreshed multiple times across the globe.



The segmentation has led a fundamental change to make Electrolux more consumer-focused. While the segments have changed over time, the commitment to connect consumer needs to brands has not – and segmentation is at the heart of all communication and targeting.

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Bonamy Finch have been fundamental to our success in creating a consumer driven company. Their work on our strategic consumer projects has been consistently excellent.


Martin Hornqvist

SVP, Global Brand & Marketing


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+44 (0)1932 808295


Coveham House

Downside Bridge Road



KT11 3EP

United Kingdom

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Bonamy Finch is an official Market Research Society (MRS) Company Partner

© Bonamy Finch Marketing Services Ltd 2019. all rights reserved.

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Electrolux logo
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Electrolux logo
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+44 (0)1932 808295


Coveham House, Downside Bridge Road, Cobham, Surrey,

KT11 3EP, United Kingdom

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