A client was creating a new value proposition and content for an existing product. They needed help identifying what makes their consumers unique and writing messaging that resonated.
Our qualitative research helped shape hypotheses for consumer personas and quantitative testing proved distinct drivers and barriers that served as a proven foundation for strategic messaging.
We used K Means Multi-Variate Cluster Analysis to segment the personas we hypothesized. This allowed us to algorithmically test our assumptions without biases. Our personas became aligned, which enabled us to begin tailoring positioning and messages based on preferences, perspectives, and needs. The data showed us drivers and barriers including:
Visualization of a K Means Analysis
We built three data-driven personas, a product value proposition, and a content strategy four months before a critical growth season for our client. Our work gave teams across the organization validation in their strategic messaging. As a result, our client can confidently move into the peak sales season with peace of mind, ready to unlock their organization’s growth potential.