The introduction of the Polaroid portable printer, the Pogo, created new opportunities to sell core products to new consumers. However, bringing new, innovative products to market meant a lack of clarity on exactly which consumers and channels to prioritize.
Dialog’s Insights & Analytics team conducted both quantitative and qualitative ethnographic research to help formulate a more clear and actionable segmentation model than the one in use by Polaroid. The insights fed the development of:
Dialog’s Radical Clarity process yielded insights into potential consumer segments that were currently untapped by Polaroid. The model uncovered not only new routes to market but opportunities to create unique add-on products to enrich profit margins while creating more engagement by customers.