Case Study: Segmentation

Segmenting on usage and needs to develop better smartphones

CS segmenting smartphone

A smartphone manufacturer uses segments to drive innovative product development.

The issue

A major smartphone manufacturer wanted to apply mobile phone feature usage and attitudes about mobile devices to develop multiple new lines of phones targeted at narrower audiences.

What we did

Built segments based on choice models with phone features, alongside non-model data on demographics, technology attitudes, and behaviors. A detailed playbook prioritized segments by opportunity value, allowing both marketing and R&D to act on the solutions.


Segment learnings were the driving force behind the development of a new product line, with phones created that focused on specific needs and features (video quality, networking, music, etc.) and campaign messaging to support each launch.

Pinpoint, prioritize, and target your most valuable customers

CTA Segmentation