Case Studies

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Global Online Stock Photography Company

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Situation

A leading global stock photography and video company, recognized as a competitive "fighter" and low-cost leader in its industry, sought to deepen its understanding of user behavior and market dynamics. The company's management aimed to identify targetable market segments across various dimensions, including demographics, job titles, decision-making influence, current and potential usage patterns, and geographical regions. The primary objectives were to define priority segments, uncover untapped market opportunities, drive global growth, and inform future product and content development strategies. The scope of this initiative encompassed key markets in North and South America, Asia, and Europe.

Our Approach

To address these objectives, a comprehensive research strategy was implemented, featuring online interviews conducted across all four target regions. The study included a diverse range of participants: active current users, potential users who had browsed without purchasing, lapsed customers, and users of competitive services. This approach ensured a holistic view of the market landscape. The research methodology focused on uncovering and analyzing customer needs, characteristics, and behaviors, encompassing demographics, psychographics, attitudes, usage patterns, and purchase behaviors. Particular attention was paid to identifying nuances across different countries. The final deliverable consisted of a data-driven segmentation scheme, complemented by actionable marketing strategies tailored to each identified segment. This comprehensive approach provided the client with a robust framework for targeted marketing efforts and strategic decision-making in product development and content creation.

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Results

The segmentation scheme was implemented by the company, heavily influencing enduring marketing strategies and plans. The scheme is credited with clarifying marketing and increased revenue. Moreover, the scheme was established as an organizing principle for database/digital marketing, leveraging appended data to drive segment-specific marketing efforts, including precision targeting and messaging, and guide new product development.