Case Study: Customer Segmentation

When Best Buy needed to finish the second half of their customer centricity segmentation, they got a woman on the case. Maybe that's because the remaining customers were mainly women. Karen led this project where she pulled together quantitative findings, customer behavior and transactional data, then fielded qualitative discussions with women to understand why they did what they did. The result: four additional customer segments built around what mattered most to these women and, in turn, what drove their behavior.