We believe that segments are “created,” not found. Our approach starts with rigorous research, adds compelling storytelling and continues through back-end business integration. The Kelton Segmentation Journey is a proprietary process that provides a clear portrait of your target customer and an equally well-defined plan for activation.
Many traditional trackers rely on static approaches that confuse repetitive data dumps with actual insight. Using a nimble approach, we go deeper to reveal the “why” behind the trends. We tease out the impact of marketing, consumer habit, and competitive pressure to provide a clear roadmap to enduring brand health.
We see attitude and usage studies as more than just surveys – done well, they become launchpads for growth. We start smart by understanding the institutional knowledge we build on, the environment your brand lives in, and the goals and guardrails of your organization. And we finish strong with designed deliverables that tell a clear story and catalyze action.
In today’s multi-channel world, the path-to-purchase is a critical marketing component. Our Shopper Journey studies look at the consumer’s complex route to a purchase decision, considering pain points, barriers and opportunities. Our vivid Journey Maps then crystallize the entire process from start to finish.
We know how much is riding on the decisions you make. We help you make informed choices – whether you’re choosing between several ideas or fine-tuning a brilliant one. With cross-category experience, we bring highly relevant context and a customized approach to every challenge.
Conjoint Analysis lets us gain insight into “real world” decision-making. By carefully constructing realistic choice situations, we understand the trade-offs consumers are willing to make in a given situation. The goal, hone in on the optimum product and pricing configuration to maximize purchase and profitability.