A segmentation is only valuable if it's activatable. Beyond simply describing a market, our segmentations are designed for action. We analyze your targets 360°: profile, lifestyle, purchase drivers, customer journey and touchpoints. On the qualitative side, our ethnographic approach and analysis of consumer semantic fields enrich this vision. This level of precision guarantees successful activation.
A conviction is defended: a segment is only truly appropriate if embodied by a persona. However, to prevent a simple inert document from being shelved, these personas are made directly operational. They are integrated into two interactive tools:
• A persona creation module: from qualitative transcriptions or segmentation XLS tables, we formulate personas quickly.
• A Persona Bot: a tool through which the target's exact reactions are faithfully reproduced and simulated.
• A concept challenge module: a space where each idea is evaluated against all personas.
AI-enhanced market segmentation identifies high-potential consumer groups and embodies them as activatable personas. Insightquest goes beyond descriptive segmentation: personas become conversational AI agents.
Questions fréquentes
A very effective solution which, in Kering's current context, appears key while enabling considerable time savings and the possibility of going much further in the relevance of messages delivered to our clients and prospects.
Persona
Personas are designed on the fly:
• From interview or qualitative group transcriptions: a factorial analysis then a segmentation taking into account the concerns and lexical field used by each segment
• From an XLS file of your own segmentation
Persona Bot
Personas are elevated to true interlocutors.
• Authentic responses: we don't offer the long artificial responses of poorly designed synthetic personas.
• Precise mimicry: the interests, concerns and lexical field of targets are rigorously adopted.
• Field application: optimal anticipation of exchanges is made possible, particularly for sales teams.
Concept vs Personae
A general idea is directly broken down into a granular proposition:
• Flash analysis: the most receptive profiles are identified in under a minute.
• Targeted optimization: the improvement levers needed to convince other segments are highlighted.
• Personalization: concepts are automatically rewritten to match each persona.
Activatable quantitative segmentation
Ad-hoc U&A studies, behavioral and attitudinal segmentation. Each segment is profiled for direct activation: media targeting, retail, CRM.
Social media & retail activation
Translating segments into media targeting, clienteling strategies and personalized retail recommendations. The bridge between research and action.
