Case Study : Sensitive Target Markets
|Projects investigating ‘care in the home’ and ‘the needs of those facing sever financial difficulties' demonstrate Compass’s experience in understanding the needs of and talking to sensitive target audiences in order to understand their motivations and the triggers that attract them to new products and services.|
In both initiatives, Compass undertook a series of face to face, in depth interviews, with consumers who had differing levels of personal debt and varying levels of long term personal care needs, in order to understand their situations and explore the appropriateness of possible solutions.
The insight provided invaluable direction in determining the internal strategy towards these sensitive and vulnerable markets.
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