Bord na Móna – Case Study
Don’t we all just love cosying up in front of a real fire as the winter draws in? Well we went one step further and got warm and toasty in front of many open fires and stoves across the country to explore how people use their real fires and the solid fuel customer journey. This was all to allow Bord na Móna to create a workable customer segmentation tool that would help the marketing team focus their efforts on valuable segments with a strong understanding of their need-states. Following our unique Spark segmentation approach which combines strong strategic thinking and complex analysis across both Qualitative and Quantitative approaches, we created clear and manageable customer segments of solid fuel customers and a 10-statement algorithm that allows Bord na Móna to keep track of their target market.