Case Study

Bargain Hunt

CONSUMER INSIGHTS
Consumer Goods

Uncovering opportunity in the value retail marketplace.

THE CHALLENGE

Bargain Hunt, a Nashville-based extreme value retail chain, desired to deepen its understanding of its marketplace and to optimize the ROI of its communication and brand strategy efforts. ​

Bargain Hunt had some hypothetical customer personas based on customer observation but wanted to deepen its understanding of customer segments using quantitative data and statistical analyses. This research would help to validate the observed customer personas and identify other segments and opportunities in the category.​

OUR STRATEGY

To identify the unique needs and defining characteristics of prospective and current Bargain Hunt customers as well as to project their potential spend and target key segments, we recommended a four-phase approach:

1. Research framing​

2. Quantitative survey among customers and prospects​
3. Segmentation analysis with client workshop​
4. Socialization of findings among leadership​

IMPACT

Our research not only validated the observed segments but also uncovered a new opportunity segment. Additionally, the research revealed the most effective messaging elements and how best to reach prospects and current customers in the core segments that drive business.​

The data-driven insights, persona mapping and typing tool created as a result of the research provided Bargain Hunt with a more in-depth understanding of their customers and prospects, how to identify them and how to tailor their messaging to connect with target segments.