We started working with VELUX five years ago and some of the first projects we partnered with them on was to develop segmentations of their three core customer groups:
Homeowners: paying for, owning & living with the windows
Architects: spec and plan the windows
Builders: buy the windows and installs them
Each study combined qual and quant, developed in tandem with the insights and marketing teams, and delivered via workshops to bring each segmentation to life and support action planning.
As well as building up a map and profile of these audiences we linked the segmentations to understand how these distinct audiences interact and influence each other.
We have recently conducted a refresh of the home-owner segmentation – checking for differences in shape and size as well as investigating relevant topics for the current political & economic climate.