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)