Identifying & Valuing Child Segments

A huge global retail business wished to become more customer-centric in their kid’s sector, identifying different segments of their customer base & to ascertain potential value of these segments. Face-to-face quantitative interviews with mums of preschoolers and mums & kids of infant & junior school age enabled us to carry out a detailed segmentation of sector market profiles by age, gender, psycho-graphic attitudinal & behavioural data as well as full analysis of purchase behaviour, influences and channels and spend by segment, with market & size, client market share.