Action for Children have established themselves as a key charity in the UK at Christmas time. Over the years they have developed a broad range of products and executed them in different ways to great success during the holiday season.
An extensive quantitative survey combined with expert analysis provided a clear and actionable segmentation, including white space within and outside the category, as well as marketing sizing and revenue opportunities.
Action for Children: How to define segments for the Christmas Charity supporter audience
To expedite growth, they needed to:
1
Identify white space for product development
2
Create a segmentation to understand varied customer needs
3
Understand the motives for supporting charities at Christmas
Impactful results
Wow. This is brilliant and is EXACTLY what we needed.
Thank you so much for your patience and support to get us this far.
We knew you were the right people to help us and I look forward to a longer term relationship to help take our strategy forward.
Nivi Briffa - Head of Brand and Strategic Marketing
