In the past, Pandora had only done a conventional segmentation, based on demographics and usage behaviors. We proposed a segmentation to go beyond the obvious qualities of a person, to include psychographics (e.g. personality, life stage, relationship with music, cross-usage habits). This would much more accurately define users and yield a significantly different tactical prioritization.
Our team ran a psychographic segmentation of 5,000 online music listeners in the U.S., with opportunity value scoring. At the same time, we sized the market, identified macro category trends, and uncovered consumer attitudes and usage.
We led a segmentation workshop at Pandora and created a custom typing tool for the company’s ongoing use in understanding their target consumers as 3-D characters and prioritizing their needs. Pandora quickly asked us to re-create the study for the Australian market.