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How to optimise our communication strategy?

The Complication

Our client, a leading Dutch construction company, was working on their positioning and marketing communication strategy  within the residential sector. The aim of the research was to segment their customer base in four segments and create personas to better meet customer needs in the future.

The Solution

We conducted qualitative in-depth telephone interviews with our client’s customers and prospects to understand what they expected from a construction company in terms of marketing, communication, information, service, etc.. The answers from these interviews were then used to develop different personas, which were validated by conducting quantitative telephone interviews.

The Insight

The research identified four distinctive customer needs- and value-based segments. Following the research, we developed customer value propositions (personas) for each of the identified segments, which guided the client in developing a tailored positioning and marketing communication strategy.