PROFILE

Know Your Audience

Go deep with your customers to understand who they are, how they think, and what they need.

Audience profiling helps you understand the behaviors and attitudes that drive how people engage with your brand, products, and services. By understanding the values that drive your customers, you’ll have the insight to deliver an ideal experience or product.

Knowledge is power. It’s simple: When you know exactly who your ideal customer is, you’ll serve them better.

W5’s profiling methods encourage empathetic thinking to understand customers’ motivations, psychographics, and needs in an easy-to-understand manner, leading to smarter products and services that resonate with customers’ lifestyles and inspire loyalty.

CASE STUDY

Uncovering Authentic Segments to Inspire Empathetic Thinking

A leading provider of health care programs wanted to better understand their members to integrate “the voice of the consumer” into strategic initiatives. The client engaged W5 to identify strategic market segments, conduct ethnographic research, and provide engaging deliverables to fuel empathy and understand members’ needs.

Approach

Following internal stakeholder interviews to assess internal needs and dynamics, W5 conducted a quantitative segmentation to identify members’ attitudes and opinions about health, health care, and the provider’s programs.

These segments were given dimension by exploring their health and health care behaviors, lifestyles, and benefits usage through ethnographic research, allowing W5 ethnographers to capture video content and artifacts to bring the segments to life.

Results

W5 identified distinct segments of the Medicare market while the ethnography helped the client better understand how forces in members’ lives lead to decisions and attitudes that guide segment membership. In addition to in-depth reporting, W5 developed a video deliverable featuring clips of members talking about their lives, health care, and thoughts around health insurance and Medicare.