Case studies Consumer products
A needs-based view of the dairy milk category
Qualitative work informed a quantitative segmentation of dairy milk users and a typing tool for later research.
- Segmentation & Personas
- Qual + quant
- Consumer
The objective
The producer needed an updated view of dairy-milk users, including buyers of organic, lactose-free, and DHA products.
The research design
Qualitative findings supplied attributes for an online needs-based segmentation developed with the client team. Analysis compared category and subcategory users across life stages.
The outcome
The work found several needs-based segments, including three affinity groups, and organized needs as elemental, physiological, or emotional. A typing tool identified the segments in later research.
For methods and deliverables, see Russell's Segmentation & Personas page.
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