Segmentation Study

Project Details

In order to understand where Evo™ landed in the men’s shampoo market, we conducted a two week segmentation study. The study included 213 male participants ranging in age from 18-54. Base on the data from our online survey, as well as “man on the street” interviews, we categorized the department into four distinct segments.

  • Bargain Shoppers
  • Function Driven
  • Ingredient Seekers
  • Scent Conscious Man-Boy

Each segment was unique and had their own individual values, characteristics, and interest. Based off the information we found, we came up with suggestions on how Evo™ could target a specific segment of consumers with an effective marketing campaign.