Abstract:

“If you want to end up somewhere different, then you need to start somewhere different” - Pixar Simplot Australia needed a new way of understanding their consumer base. Segmentations are complex challenges in and of themselves. On top of delivering the segment solution, the outcome needed a lens beyond existing categories, we had to ensure the solution was able to be replicated without conducting annual field work, that it could complement the marketing teams existing data and ensure the outcome engaged all stakeholders. The result has been phenomenal, a $250,000 investment has reaped over $30m of contribution to the business by opening new ways of thinking about consumers.