Brand Strategist
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Care/Of

Ask: To conduct a market segmentation study on Alternative Medicine

Solve: We wanted to ground the qualitative + quantitative data we collected from our segmentation study in picking a brand that could benefit from our research. In choosing Care/Of, we narrowed down our research findings to four personas and suggestions on how to best market to them. We then created options for our Care/Of personas who craved even more personalization in their monthly packages.

Takeaway: Alternative Medicine is difficult to segment! There are so many sub-categories of alternative medicine and to narrow them down was a process. Also, the personalization of health care is becoming more than just a trend, it’s a way of life for a lot of people. There is little trust in the current health care system and consumers are gravitating to preventative care models and taking health into their own hands.

Something Cool: I practice an alternative health method!

Methods Used:

2 Focus Groups

1 Online Survey

Qualitative + Quantitative Data

Qualtrics

Microsoft Excel

Mintel

Team: Emily (ST), Brianne (ST), Jill (ST)

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