As individuals evolve, so do their preferences and inclinations. No portrait of a customer is everlasting. So, any segmentation study needs to adapt alongside customers, too.
For example, many certification bodies that work with governments, co-ops and farmers to set standards have also seen changes in attitudes and consumer behaviours. Although purchasing has become more ethically conscious, there is still a significant influx of greenwashing and in-house certification schemes that challenge some of these bodies’ position.
Our client, part of a movement that wants to ensure fair prices for producers in developing countries, needed to understand which barriers were keeping consumers from buying certain products. They also wanted to learn how to influence purchase decisions to inform a more effective targeting strategy and grow their brand.
What we didWe identified six groups of people and segmented them based on attitudes, behaviours, understanding, and barriers. The segments were then plotted based on strength of opportunity for growth and mapped against three core objectives: Buy, Act, and Give.
We then designed the barriers that each group needed to break down in order to grow the brand and choose ethically produced items, including education, accessibility, value, credibility, awareness, and connection. For some of these barriers, we also identified whether they were actual or perceived.
We were able to find two key segments with high values and value attitudes towards ethical production. We also determined one vital barrier for a group and made suggestions on how to create more purchasing opportunities for them, found a group that could be targeted with social media and high product placement, a group to target in the years to come, and a group to be considered for donations.
In conclusion, our segmentation and profiling research was able to create a dynamic portrait of customers and not just identify barriers but also anticipate and predict consumer behaviour.