Consumer Segmentation & Need Mapping

Challenge: A leading service brand wanted to undertake a rebranding exercise. To do this, the client wished to understand how the brand was perceived across different user groups based on their relationship with the brand.
What we did: idstats undertook a large-scale consumer research across several markets. Different consumer segments were defined based on their relationship with the brand. We used specialist tools to collect and analyse system 1 and system 2 data.
Results: The research provided a robust understanding of the consumer and supported the brand re-branding exercise.