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.
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.