The Challenge

A leading media company focusing on women found itself behind the curve on hi-tech for its audience. In order to better target content, they needed a deeper understanding of why women adopt, use, and resist technology.

The Answer

Resonance Insights uncovered new Motivational Segments of women who wanted their cell phones, PCs and DVDs to do more than keep in touch with their kids and spouse, and “keep up with the Joneses.”

Size and profitability analysis revealed the high potential from meeting these segments’ needs for information, advice, and recommendations.

The Results

We led segmentation workshops to build deep internal understanding about these new motivations and segments, and to collaborate with editorial, marketing and advertising sales. New content was built and new channels were developed, insuring that segmentation became a major contributor to company profitability and sales growth.