Our client, a global media company, sought to uncover opportunities to innovate and ensure a great experience for its 125 million members in nearly 200 countries, and develop a deep understanding of its diverse members.
CMB designed a multi-phased global segmentation initiative designed specifically for—and with—its UX designers. We first paired behavioral data with an online survey fielded in multiple countries.
We then facilitated collaborative in-depth analysis workshops with internal researchers and consumer followed by a robust qualitative exploration to bring the segments to life – uncovering a global segmentation scheme with distinct and actionable segments by market.
Results were socialized across the organization via compelling videos, virtual reality experiences, and in-depth illustrations. After a highly immersive socialization, their UX designers gained a strategic understanding of how members consume and interact with the brand—a critical roadmap to creating compelling and personalized experiences that resonate.