Analysis and Interpretation for Market Insight

Capgemini’s analysis and interpretation of market data and customer feedback has helped many organizations improve their customer understanding. Among major clients we have worked with, we have:

• Assisted a high-tech telecommunications company interpret 77,000 interviews and 10 billion data points to map 6 billion potential consumers into 12 segments. These segments yielded 4 categories of targeted customer experience, which fed directly into a highly actionable and cost-efficient improvement plan to enhance the customer experience
• Worked with a leading milk producer to design and implement a specialized business unit for the foodservice market. The project was enabled by the segmentation and characterization of different market channels and full understanding of customer types, marketing strategies, purchasing dynamics and routes to market

Using Insight to Improve the Customer Experience

Market insight is about working with data to help you better understand and appreciate your customers so that you can influence their behavior. Market insight can help with:

• Customer segmentation
• Customer behavior prediction
• Cross-sell and up-sell opportunities
• Optimized products, pricing and channel management

Insight Drives Real Customer Segmentation

Customer segmentation is a critical component of market insight. Our approach breaks down your customer data based on 7 potential criteria.

• Who they are: demographic segmentation based on customer identity and socio-economic status
• Where they are: geo-demographic segmentation based on where they live
• What they do: behavioral segmentation, covering customers’ channel preferences, and the products and services they use
• What they think: psychographic analysis classifying customer attitudes to products or services
• What they want: needs-based segmentation
• Loyalty/value: economic segmentation considers how often, how recently and how profitably customers have bought products or services
• Change over time: dynamically tracks shifts in individual preferences and locations, and evaluates the financial impact of these shifts. The approach enables fact-based investment prioritization