Advertising Segmentation Study
The quest: An advertising agency serving the legal sector wished to expand the geographic footprint for two of its brands - one aimed at Spanish-speaking Hispanics and the other at the general population.
The need: For the agency to grow its brands and expand its audience, it needed a deeper understanding of the market and its target audience to strategically plan media and messaging.
The solution: ThinkNow conducted a segmentation study designed to:
- Segment the market for its two brands and determine the size of those segments within the market population
- Identify primary and secondary target segments for each brand
- Profile the primary target(s) in terms of motivations, cultural drivers, psychographics, media behaviors, and demographics
The study consisted of n =1,500 interviews among the general population, n=1,200 among Hispanic consumers, and an oversampling of n=200 African Americans. The methodology featured of a mix of online and intercept-to-online, the latter used primarily to reach less acculturated Hispanic consumers.
The insights from this segmentation study resulted in insights that assisted the agency with the following:
- Messaging – What to say to their audience(s)
- Media Buying – Where/which channels to use to speak to their audience(s)
- Brand and Creative Strategy – How to refine marketing and advertising creative to reinforce the desired direction for each brand
- Sales Strategy – Which markets have the most potential with their targets