Ask: To conduct a market segmentation study on Alternative Medicine
Solve: Using qualitative and quantitative data from our research we combed through it all to tell a story. We wanted to ground the data 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 best to market to them.
Takeaway: Alternative Medicine is difficult to segment! There are so many sub-categories of alternative medicine and to narrow them down was a process.
Something Cool: I practice an alternative health method and was able to tap into friends and colleagues for focus groups and surveys.