Driving Sustainable Growth Through Strategic Segmentation and Innovation in the SaaS Market

The CHALLENGE

A global technology client needed to drive focused and sustainable growth with a mix of legacy and new brands that all had similar offerings.

Our teams were tasked with identifying market opportunities in the online SaaS space, future target customers, and the ideal offer(s) to deliver sizable and long-lasting growth.

The APPROACH

To go beyond traditional segmentation methodology, we infused strategy and innovation into the process. First, we worked to understand the needs, wants, behaviors, and attitudes of consumers. Qualitative research via an in-person workshop and online bulletin board helped establish this baseline.

Next, our team of strategists conducted a strategic landscape assessment to identify the white space and add focus and context around the category and hypothetical segments. The quantitative survey integrated learnings from the discovery phase and the strategic landscape assessment. These learnings covered both emotional and behavioral attributes of the target consumer. Then, the quantitative phase sized the market and evaluated meaningfully different consumer profiles to identify priority segments.

Additionally, overarching segment attitudes and behaviors were analyzed to identify unique needs and tensions in the marketplace. These needs and tensions resulted in the creation of innovation platforms. The platforms provided inspiration and focus for innovation within product and service offerings, brand repositioning, and overall strategy that spanned across segments. Ultimately, these innovation platforms acted as activation points that allowed for cohesive strategy across all brands.

The OUTCOME

Leveraging our team’s strategic insights, all innovation streams were aligned to segment needs and the client team was able to prove to internal stakeholders the need for additional research for better understanding within the category. This work elevated the client research team as a key player in the company’s future growth.

Gaining buy-in from all levels of the organization, including the C-suite, the segmentation results and innovation platforms aligned the company with a strategic focus and unified vision.