Our client is a leading global mobile manufacturer who was facing the challenge of developing and implementing a consumer segmentation model that is relevant across regions and markets. Having identified segments based on various key drivers, Nunwood’s
Global Insight division was tasked with embellishing and ‘bringing these segments to life’ for the whole business.
The solution was global ethnography. Working within eight markets across five continents.
A multi-staged approach involving in-home depth interviews, intensive but creative homework and diary tasks, and a half days worth of accompaniment / observation within a variety of contexts (based on whatever situations that would most typify that individual / segment).
As a result, Nunwood ethnographers found themselves singing within Shanghai Karaoke bars, mucking out horses, hanging out on street corners in Moscow and Sao Paulo, doing the rounds with personal fitness instructors in New York, sailing boats, along with lots of shopping, watching sports, visiting gyms and relaxing in bars!
The success of segmentation studies is dependent on how well the results are disseminated throughout the organisation. It is therefore vital to ensure that the findings are relevant and easy to apply for people other than marketers.
That is why video outputs played a key role. Through our Film Production unit in Global Insight, we were able to use the media collated through the research process in order to develop:
- Stand-alone videos for each segment (using respondents from around the globe)
- Stand-alone videos for each market (using all segments research within that market)
- Global videos that combine captivating consumer footage interspersed with strategic Nunwood analysis.
Such outputs are also available on fully-chaptered DVDs. Furthermore, all videos, debriefs and reports are available via Nokia’s online reporting system, created by Fizz.
