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Customer Sub-Segmentation

Providing deep and holistic understanding of customers along with actionable recommendations to identify the most profitable customer segments and personas

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Customer Sub-Segmentation

What are the key purchase criteria and usage preferences of various customers?
How do customers evaluate alternative options and select the product and service provider?
What is the level of research undertaken before buying a product / service?
What factors influence the customers’ decision?
What are the key behavioural attributes of customers?
How open is the customer to try new experiences?
How do these vary by key demographic parameters – age, gender, income, occupation, etc.?
What are the key 4-5 personas which emerge, and how is the brand competitively positioned in each of them?

Relevant Case Studies

Development of marketing personas based on demographics, travel patterns, awareness, booking habits for a SEA-based online travel aggregator
Customer persona and need identification for adjacent opportunities in online food ordering
Customer segmentation and behavior study for an online cosmetics brand
Ed-tech customer sub-segmentation strategy for under-privileged children in India
Identify various user archetypes of a cash management platform
Customer sub-segmentation for insulin delivery devices
Consumer behavior and travel characteristic study for a leading bike taxi platform
Blue collar workers sub-segmentation to understand value proposition for a major real estate tech player in India
Evaluate customer behaviour, churn reasons and NPS for a leading FoodTech player
Opportunity analysis in customer personas and identifying their preferences
Customer sub-segmentation for a radiology player
Derive key customer personas and segments by studying online food ordering patterns for a FoodTech player

Development of marketing personas based on demographics, travel patterns, awareness, booking habits for a SEA-based online travel aggregator

Objective

Client wanted to develop marketing personas based on traveller demographic, pattern, sources of awareness, role of influencers, budget allocated etc.

Methodology

Conducted mystery shopping (N = 50), in assistance with client stakeholders, across consumer segments to understand ongoing consumer behavior, particularly the digital purchase journey
Analysed why behaviors / booking patterns differ among customers and reasons for the same

Impact / Outcome

Helped client develop understanding about different kinds of marketing personas the platform caters to – nature of personalized marketing required to cater to different segments
Detailed recommendations to client on to leverage insights on travel patterns, awareness, booking habits etc.

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Customer persona and need identification for adjacent opportunities in online food ordering

Objective

Identify customer persona based on pre-set parameters / needs
List of adjacent opportunities which can be introduced by client with minimal investments
Shortlist key opportunities to develop go-to-market strategy

Methodology

Conducted in-depth customer discussions with 30+ customers
Identified customer persona based on pre-set parameters (food habits, unmet needs, purchasing power, etc.) and develop a list of adjacent opportunities which meet the client’s capabilities
Shortlisted key opportunities based on time & ease to market entry, developed detailed offering and GTM strategy for the shortlisted ones
Conducted customer survey of N = 500, to test adoption for new opportunities

Impact / Outcome

Client understood the existing customer needs and also achieved a strong grasp on the new opportunities with higher probability of customer adoption
Mapped need / adjacency overlaps with multiple customer segments, thus enabling to serve wide range of customers with limited investment

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Customer segmentation and behavior study for an online cosmetics brand

Objective

A PE firm was interested in investing in an online cosmetics and skin care product platform and wanted to understand the customer archetypes and map their behavior with respect to personal care category

Methodology

Conducted a customer survey (N = 1,200) and in-depth customer interviews (N = 50) across 25 cities (mix of metro, tier 1 and tier 2 cities) for different customer archetypes (based on age group, employment status, household income levels and online cosmetic purchase in past 6 months)
Mapped customer personas and customer journey based on their usage frequency, purchase frequency, platform preferences, brand preference, etc.
Mapped customer journey of a cosmetics customer to discover right platform-product-brand mix
Understand the customer engagement with different platforms and usage behavior of each customer archetype

Impact / Outcome

Successfully provide the PE client the different customer segmentation for online cosmetics platform and the comprehensive understanding of their behavior and usage for each customer segment

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Ed-tech customer sub-segmentation strategy for under-privileged children in India

Objective

Client wanted to understand and push adoption of EdTech solutions amongst under-privileged children

Methodology

Conducted on-ground research (50+ interviews) to develop in-depth understanding of current EdTech infrastructure and usage in relevant geographies and identified gaps for seamless adoption of EdTech solutions
Identified key pain-points of under-privileged children who use EdTech solutions as well as the key expectations of non-adopters from EdTech solutions
Crafted student-centric and efficient pedagogical processes for both adopters and non-adopters, as well as identified critical partnerships (with schools and government establishments) to strengthen EdTech infrastructure

Impact / Outcome

Helped client identify key intervention areas, setup processes, SOP & KPIs(stage-wise) for improving adoption of EdTech solutions among under-privileged children

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Identify various user archetypes of a cash management platform

Objective

A large fintech start up (cash management app) wanted to identify various customer segments, understand business processes, payment preferences and needs of each customer segments

Methodology

Conducted in-depth conversations (N = 184) with enterprise owners of various MSME segments to understand business processes in 15 cities (metros, tier 1, 2, and below)
Conducted a MSME owner survey (N = 1,000) to understand the current pain points / challenges faced by them while using cash management app
Assessed business processes, business types, turnover of various merchants and deduced it to various user archetypes, using cash management platform for their daily ledger cum lending operations
Mapped daily business journey of each user archetype and identified their usage of various digital payments and other fintech platforms
Identified various opportunities for expansion (B2B payments, commerce, others) amongst MSMEs by various customer segments, prioritize opportunities

Impact / Outcome

Identified 7 user archetypes, using client app and created a shortlist of pain points while using the cash management app
Client launched different product offering / features catering the need of the current users and rolled the new offering to improve user experience

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Customer sub-segmentation for insulin delivery devices

Objective

An Indian insulin manufacturer wanted to understand customer archetypes and KPC (Key Purchase Criteria) for various insulin delivery devices like syringes, insulin pens, jet injectors, inhalers and pens

Methodology

Conducted consumer survey (N = 600) and in-depth consumer interviews (N = 25) in 4 weeks across 40 cities (mix of metro, tier 1 & 2 cities) for different customer archetypes and KPC (based on household types, age groups, employment status, gender, severity, type (Type – I or Type – II) and duration of disease
Conducted trade interviews (N = 15) of distributors, stockists, pharmacists and retailers across product categories (syringes, insulin pens, inhalers and pumps) to understand KPC for customers and influencing power of trade in customer purchase
Conducted IDIs (N = 25) with medical practitioners, diabetologists and endocrinologists to understand recommendation process for delivery device and degree of choice for the patient
Carried out product and service benchmarking for key devices offered by key players to understand scope of differentiation for the client

Impact / Outcome

Client understood detailed insights on key consumer behaviour and preferences, key strengths and improvement areas for existing insulin delivery device players and process of recommendation by medical fraternity

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Consumer behavior and travel characteristic study for a leading bike taxi platform

Objective

An online bike-taxi player wanted to assess consumer need for multiple user segments
Client also wanted to understand the drivers of adoptions for the brand, reasons for churn and improvement areas to re-establish engagement

Methodology

Conducted a survey for 1,000+ commuters using bike-taxi services in India across Metro and Tier-1 cities
Conducted 50+ in-depth interviews with churned users to understand factors of promotion / detraction and key pain points with the existing bike-taxi services
Analysis of various use cases, frequency of trips taken, average distance travelled by bike-taxi for sub-segments based on geography, income groups, occupation
Willingness to pay was analysed for key service parameters for different customer archetypes

Impact / Outcome

Bike-taxi users segmented into archetypes and drivers / barriers of adoption
Key identifiers of churn and initiatives that could re-establish engagement were also identified

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Blue collar workers sub-segmentation to understand value proposition for a major real estate tech player in India

Objective

Client wanted to segment blue-collar workers into different archetypes and understand their living habits and housing spend

Methodology

Conducted in-depth interviews (N = 150) with blue-collar workers to assess their monthly income and expense on rent and ancillary services, their expectations, and aspirations to segment them into different personas
Conducted top-down market sizing approach using migrant population of blue-collar workers and their willingness to stay in co-living set-up
Conducted secondary research via leading news publications, market reports, government databases, etc

Impact / Outcome

Client was able to focus on blue-collar workers below a certain age as they are more likely to opt for co-living
Client could understand that hygiene, rent & sanitation facilities are the 3 most important criteria for blue-collar workers to opt for co-living

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Evaluate customer behaviour, churn reasons and NPS for a leading FoodTech player

Objective

The client wanted to understand repeat order usage behavior, feedback, and purchase preferences of its customers in order to define improvement areas for the FoodTech brand

Methodology

Conducted N = 1,000 customer surveys to understand the perception, experience, and NPS of existing as well churned customers
Created a dynamic excel model and survey databook to identify patterns/trends in order frequency, order value, repeat purchase behavior, premium subscribers, etc. that drive retention vs churn of customers
Categorized reasons for churn into logical buckets & categories to drive actionable outcomes e.g., performance perception (quality, delivery, etc.), design issues (UI / UX, bugs, etc.), psychographics (brand perception and personal image, etc.)

Impact / Outcome

The client was able to understand the key pain points faced by the potential customers and get critical insights on reasons for churn, drivers of adoption, and detraction for the brand
Successfully provided the client with insights across 5 key areas to drive higher NPS

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Opportunity analysis in customer personas and identifying their preferences

Objective

A Global Investment group wanted to understand the user perception, usage, awareness, etc. for second-hand vehicles present on online platforms

Methodology

Conducted a survey (N = 500) with respondents who have used online platform to buy used cars of different categories across metro / non-metro cities & other demographics
Conducted in-depth interviews (N = 30) with customers to understand platform discovery, vintage, usage of app, impact on follower base in last 6 months using app, rating of key features and NPS of platforms used, drivers / barriers for adoption, pain points etc.

Impact / Outcome

Successfully provided client with answers to key research questions through deep analysis and clustering the customer base into distinct segments

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Customer sub-segmentation for a radiology player

Objective

Client wanted to segment the potential customers for a new offering
The goal of the project was to create needs-based customer segments, and further test and prioritize solutions for the identified sub-segments

Methodology

Conducted primary discussions (N = 90) and secondary research to understand different kinds of customers for the product
Shortlisted them based on the criteria finalized with the client

Impact / Outcome

Proposed a list of four segments of the potential customers for the client’s new product
Identified key customer segments that emerged basis distinguished needs

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Derive key customer personas and segments by studying online food ordering patterns for a FoodTech player

Objective

A FoodTech company wanted to identify customer personas based on online food ordering behavior and assess how their preferences vary across demographic, channels, offerings, etc.

Methodology

Conducted customer interviews (N = 30) to understand and segment different customer personas across parameters (low-medium-high usage, platform preference, online vs offline, etc.)
Conducted customer survey (N = 500) to understand key patterns within the identified segments
Understood patterns of common behavior / traits across the customer segments and personified these traits into distinct customer segments

Impact / Outcome

Created a unique set of customer personas in context of online food ordering in India with identifiers across demographic, spend preferences, and other behavioral attributes
Highlighted identifiers for these persona types that can be targeted by any FoodTech player in India

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