Brand Strategist
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Care/Of

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.

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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