STRAT7 Bonamy Finch

Two consumer segmentations to drive savings in domestic energy.

Start your journey with the right direction.

The challenge

Business strategy needs to be underpinned with more than the experience of executives. In this project, a UK home energy provider tasked us with creating segmentations that would drive business strategy. They needed segments for both their domestic heat systems and home energy management systems, but only had the budget for a single research programme.

The solution

To fully understand which consumer dimensions would provide clearest direction for proposition development, we undertook multiple client workshops with key stakeholders. From this we decided to take a modular approach to enable maximum content coverage from a single survey. An omnibus phase established the exact profile of consumers who were category relevant and “In Market.”

Drawing upon this data we produced several segment iterations, and chosen frameworks were then optimised to meet business challenges.

The result

The immediate results were a more informed way of thinking across multiple teams, and we are currently developing plans for staged activation beyond the initial proposition development work phase. 

This case study highlights how STRAT7 Bonamy Finch can be flexible in our approach to your business needs and budget.

The segmentation has been well received internally and is already being used to inform out thinking across the team, which is great to see!
Ross Antrobus
– Head of Consumer Insight, The Football Association