How to understand your customers: Introducing a new more comprehensive approach

A few years ago I worked with on a brand team at a Fortune 500 Consumer Products Goods (CPG) company that was struggling to differentiate their products from their competitors. They needed to create more meaningful connection(s) to their customers, but they couldn’t effectively reach them, nor did they fully understand their core customer groups. What began as a project to help increase media targeting efficiency evolved into my discovery of a new, more comprehensive approach to understanding customers.

In the white paper I’ve made available to download in this post I provide an overview of the Consumer 360° Segmentation Model I designed and successfully deployed.