DIY deep dive

A leading DIY chain approached us to support them with the development of an attitudinal segmentation model to support their business and brand strategy. Spark developed a proprietary model using a large quantitative sample and factor and cluster analysis and used a range of qual techniques to flesh out and deepen our understanding and bring the customers to life within the business. Our client will now use the segments across all of their customer and marketing initiatives, with insight at the core of all decision making.