Realigning the Corporate Compass
Amid sweeping changes, this business lost touch with the identity and essence of its core customer. Creating a laser-sharp, yet vivid portrayal of this archetypal person was key to realigning its corporate compass.
Merging segmentation analytics with the whys behind beliefs and behaviors facilitated more robust understanding, and enabled employees to “connect” with their customers in ways not usually possible.
Carefully built nuanced portraits of these core consumers’ lives present a sensory experience inside the company’s headquarters today to drive shared empathy and decision-making.