Background

Our client, a prominent player in the medical device industry, faced challenges due to significant investments and advancements by competitors in the market.

Recognising the need to reassess their market positioning and explore new growth avenues, they sought to understand the benefits of customer segmentation.

In this early stage they wanted a clear view of options available to them and challenges / benefits of different approaches.

Approach

Our work began with an analysis of our client’s existing segmentation to understand what was working and where there was space for improvement.

We explored various segmentation options against client data to determine their suitability and potential impact on our client’s business operations within their industry.

Through internal discussions and collaborative sessions focused around a shortlist of options we presented the theory behind different segmentation approaches and pros and cons of each for our client.

Outcome

The project concluded with a set of options around segmentation strategies which would enable our client to target new market segments effectively.

This insight meant our client was better able identify the optimal segmentation approach for them, and their team could move forward knowing they had considered other options.