The solution

We developed an online quantitative survey that would, on the one hand, answer many of our client’s fundamental questions about customer composition whilst, on the other hand, being suitable for the development of a robust segmentation model. We also needed to ensure that the research campaign was compelling enough to achieve a solid number of survey responses – and sufficiently representative of the range of different parents that are attracted to the reusable nappy concept.

Developing a fit-for-purpose customer segmentation is often an iterative process. Our work for Bambini Mio was no different and after our initial data mining work, we presented the team with several different modelling options. Although this creates more leg work for our researchers, at Eureka! we believe this leads to a better, more appropriate final output for our clients.

The best customer ‘personas’ also need to reflect the real world out there. Family and parental dynamics have undergone a pronounced shift, with the ONS reporting that 74% of all UK mothers juggle care responsibilities with either full or part time. We therefore settled on a customer segmentation that took convenience factors as well as product efficacy into account, producing pen portraits of different ‘mums’ for use in future brand and marketing development.