Abstract:

In order to make informed growth decisions, it is helpful for retailers to be able to find consumers in the population who 'look like' their current customer base. Insight Research Group conducted this type of analysis for a Midwestern U.S. retailer in 2004, and this case study provides an exciting example of how researching current customers can translate into a national growth strategy. Both qualitative and quantitative methods were used to develop a rich profile of the current customer. This psychographically-based portrait of target customers offered a filter through which this retailer could make informed brand-right strategic decisions.