Identifying customers with different product needs

Our client (GE Healthcare) wanted to refine its range of spectrophotometers, and launch a new one in order to meet the competition from another company.

We designed a bespoke study to quantify the needs of users of this type of device and then used segmentation algorithms to identify four distinct types of customer that placed value on different spectrophotometer features.

A second, qualitative, stage of research then explored the profile of each of these groups in depth – by re-contacting a selection of customers from each of the identified segments.
As a result of the research, GE was able to rationalise its range of spectrophotometers and develop new products to meet the needs of target groups.

“Congratulations on a very professional survey, analysis and presentation! This is an extraordinary piece of work. It is evident the amount of effort that went into it.”

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Welcome to Walnut Unlimited: The human understanding agency.

Marketing Sciences Unlimited has evolved into Walnut Unlimited: The human understanding agency. At the heart of our proposition is a single concept – human understanding –underpinned with no-nonsense science to generate purposeful insights.

We want to help you better connect with your customers and believe these human insights deliver brand growth.

Created by bringing together all four of the Unlimited Group’s insight agencies: ICM Unlimited, ICM Direct, Marketing Sciences Unlimited and Walnut Unlimited we will deliver a new offer which is greater than the sum of its individual parts.

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