Public transport providers
Integrated Target Group Segmentation
Segment models for differentiated targeting and strategic market development.
What it was about
To be more efficient and target-group oriented in marketing and product management, a German public transport provider recognized the need for target group segmentation based on mobility needs and behavior. It was important that the target groups were easily accessible within the company and usable in various areas of responsibility.
Our solution
Together with the client, we developed a representative and comprehensive segmentation of mobility types within the catchment area. In addition to the potential-oriented segment profiles based on quantitative data, we created personas, among other things, for marketing purposes, to make the target groups more tangible.
To ensure the segments can be used in future studies, we also defined "golden questions." This allows for segment assignment by answering just a few questions. All relevant data (such as media data and potential indicators) are permanently stored at the segment level in an online dashboard, making it easily accessible to stakeholders within the company.
The effect
Thanks to its holistic approach, the segmentation approach gained widespread acceptance throughout the company and has since become a key strategic starting point for decisions regarding communication, sales, and product development. Furthermore, the segments serve as a valuable analytical layer in continuous brand DNA tracking.
