Objective

Our international client commissioned a baseline study to gain an even better understanding of their target groups’ needs, attitudes and behavior, research and purchasing processes, and media consumption.

Method

Quantitative online survey: To ensure that valid statements could be gained and the subgroups could be examined sufficiently, a total of 5,000 consumers from
five countries (Germany, France, Russia, China, and Japan) participated in the study.

Output

The results included detailed information on research and purchasing processes, usage behavior, and brand and product perception in the various markets. Using segmentation, we identified consumer typologies, which we described in “fingerprints.”