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Segmenting Circles Around the 800-lb. Gorilla

The Challenge

A new entrant in the competitive desktop printer market was up against a large, established competitor. The client needed a clearer understanding of the size of the market opportunity, and help with developing a differentiated, targeted offering.

The Answer

Resonance Insights (then Gang+Gang) worked with the client to develop a clearer understanding of what motivated purchase in the desktop printer category. We sized the opportunity and developed a differentiated and targeted product.

The Results

The customer insights uncovered while developing a Motivational Segmentation provided essential input into the client’s sales and marketing strategy. They successfully targeted an emerging small office/home office segment. Within two years they developed a profitable new product line with sales in excess of $100 million.