Audience Definition
to create focus on the people who are most valuable to your business
We combine the rigor of quant and the depth of qual to provide immediate feedback on people’s experiences. This is a combination of observed interaction, reported sentiment and comparison vs. competition. The outcome provides clear, detailed input for product, app, model optimization.
Working with F'inn:
Traditional Research
Massive segmentation projects, requiring significant investments and time.
Simple, actionable segmentation based on behavior, motivation and projection
Overcomplicated analysis and outcomes
Integration of MOTIVE, our AI which provides profiles, sub-groups, or segments based actual user data
Extensive typing tools & analysis to recreate segments in screening/ future research
Typing tools with 2-3 questions with ability to achieve 90%+ replication of segments
Static perspective of users and categories
Ability to evolve as categories develop
Our Way of Working
Role of AI
Our MOTIVE tool an AI-based advanced analytical tool designed to take the most common pain points out of segmentation work.
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It’s fast - days vs. weeks or even months to create robust, replicable segments.
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It’s advanced - utilizing driver and factor analysis and predictive modeling
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It’s explainable - created to land in your organization and with your stakeholders
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It’s deep - uncovering segments which would have been ignored with traditional methods
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It’s actionable - prioritizing segments based on reach or value
People First
Segmentation research often dulls peoples’ shine, trying to find consensus and buckets to categorize people and force the segments to work. We ensure the segments feel real, recognizable and respect the nuance, without overcomplicating the outcome.
We typically conduct primary Quantitative research, with focus on people’s needs, wants, pain points, motivations, JTBDs and category adoption. As segments are being defined, we follow with rigorous Qualitative - via ethnographies, diary studies, in-depth conversation, to uncover the full personal story and bring tangibility and humanity to the outcomes.
We can also leverage existing research or level up segmentations which aren’t working.
Case Study:
The Impact
This much more actionable approach created focus to streamline product roadmaps and sharpen go-to-market strategies.
We would now utilize our proprietary AI tool, MOTIVE, to accelerate the process and uncover JTBDs from the original dataset.
Our Approach
We elevated this work by:
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Conducting JTBD work among the strategic segments to uncover and prioritize jobs specific to this audience.
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Developing clear personas for each segment, with a lens for product development, marketing and design.
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Unpacking the existing classifications and simplifying to five (5) clear, differentiated segments, based on value and brand reach.
The Ask
Our client, a wearables devices company with a health focus, recently completed a sizeable, expensive segmentation project. However, it wasn’t landing with stakeholders and was creating confusion vs. user-centricity.
