Business Problem

Our client was interested in understating their customers better and conducted a detailed primary research to identify prospective customer segments. However, this research was getting outdated and they wanted to further revalidate these consumer groups with the online data, focusing on their social media behavior.

They wanted Infovision Social to:

• Track their fast food-based consumer segments on social media channels

• Map the needs and drivers of these segments to the ones identified by the primary research

• Understand the micro shifts in segment characteristics and purchasing patterns for a specific time frame

Additionally, the client wanted to listen to these segments over social media tools and get insights for improving their marketing campaigns.

Solution

The fast food consumer segments identified by the primary research were analyzed initially. We used our 3-Step Consumer Segmentation Methodology to do this.

Step 1: Research to Understand – The outcome of the initial primary research that was conducted to identify the unique consumer segments was reevaluated using the social and secondary research data.

Step 2: Data Collection – Keywords associated with the segments were identified and a search query was built to collect relevant data for each segment.

Step 3: Data Enrichment – Relevant and distinct profiles were identified and tracked for each segment and a social footprint was created. Information from the blogs, forums consumers participated in, etc. was collated. We combined all this to develop:

• Consumer Persona: This included details like interests, attitude, values, lifestyle, etc.

• Classification: Each segment had clusters and traits that would be built up from attitude and behavior observed from their personas.

Once we had our methodology in place, various segments for the industry were identified. The primary segments were then further studied for 3 different groups for defining characteristics:

1. Geography & Demographics – Age, gender, marital status, family size, location

2. Behavioral Characteristics – Fast food purchase behavior terms, eating out habits (occasional or regular), etc.

3. Psychographic Characteristics – Additional interest areas, loyalty to food brands, attitude towards food, values and general attitude towards health & lifestyle, etc.

We provided the insights and recommendations on how the segments were evolving and how the definition of the segments was changing.

One of the prominent decision-making groups who was exerting a higher influence on purchasing behavior is the ‘MOM or Mom based groups and communities’. Moms are no longer only looking at food that would be cheap and quick to fill their child up. Instead they are looking for healthy family meals that are nutritious and fresh.

Benefits

The consumer segment insights enabled our client to create more relevant menu options for each segment. The behavioral and psychographic inputs were used to create more effective marketing and outreach strategies.

Our client further developed a customized engagement strategy for each segment based on the insights around how they associated themselves with fast food products.

Our consumer segment insights further influenced their menu strategy. Our client reengineered their menu to include products that would appeal to evolving consumer base at different locations.

The psychographic trends combined with behavioral insights helped our client to rethink their brand positioning in the market and realign it to the changing perceptions.

Our consumer segment insights helped our client to realign their key go-to-market strategies to stay relevant to the evolving consumer segments. The micro-shifts identified in the behaviors of each segment became key for our client who was investing in product innovation. Our client could foresee the emerging segment that would have greater influence on a family’s fast food spend and create targeted communications for them.