It’s a cliché but none the less true that communicating with customers these days involves a massive range of possible channels. To make it even more complicated our client had a huge product range, endless choice of selling points, and a need to deliver enormous sales volumes to (we quote) ‘everyone in the UK’. We helped by segmenting, segmenting, segmenting: the mini journeys by which customer segments made decisions, what messages they needed to hear, where they fitted into the decision process and which channel would be most effective at each point. We developed a great matrix that listed every product and for each the most compelling messages and the right channels for those messages. At the end our client said: “thanks – I can tell you that this is the only useful market research I have ever done!”
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