A smartphone manufacturer uses segments to drive innovative product development.
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.