Case Study
Persona & Segmentation Deep Dive
Strop helped it's client, a leading FinTech SaaS provider, to identify, define and understand unique customer personas within two key audiences (individuals and small businesses).
Case Study: Persona & Segmentation Deep Dive
Context:
A national SaaS solution within the banking industry aimed to understand unique personas within two unique audiences – general population and small/medium sized business owners/decision makers. The goal was to better understand how these two groups behave across financial institutions and how their engagement across financial products and institutions is fragmented.
Engagement:
Strop Insights delivered a custom segmentation study to understand why different target customers are not as receptive to marketing campaigns. The overarching goal was to identify how to craft powerful messages and strategize on optimal channels to garner furthest campaign reach. In order to do this, Strop supplemented the standard quantitative survey instrument and analysis with specific questions to help identify and categorize potential target customers - which were then analyzed to construct a segmented view of the population.
Insights Tool:
Post data collection, Factor and Clustering analyses were executed to identify the most differentiating “clusters” of respondents within the two groups of respondents. Analyses were done through multiple platforms (R, SPSS, Tableau, etc.).
Conclusion
Strop was able to identify to deliver valuable customer personas and segments within the Client's target audiences - information that was helpful in refining the Client's go to market approach. Furthermore, Strop was able to identify opportunities within the target groups, highlighting perceptual, attitudinal and behavioral differences that impact how segments approach financial products and institutions
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