Segmentation of the Australian Vitamins, Mineral and Supplements market to allow for targeting of multiple brands to specific audiences.
An extremely cluttered market with many brands competing for similar audiences, and low differentiation between brands. Further complicated by the wide range of conditions and sub conditions being treated by VMS.
An online community was conducted to understand consumer language and develop a solid category understanding. From there, a macro segmentation was carried out, to develop overarching segments based on category behaviour, attitudes and lifestage. A second stage of quantitative research followed to develop micro segments for 8 specific conditions of interest, followed by a series of brand architecture and implementation workshops.
A clear set of priority segments targeted to specific brands, with clear strategies for growth and NPD moving forward and a focused portfolio management plan. Development of a pack for the board, including infographics, highlighting feasibility and value for the business, helping embed the segments into the organisation from the highest level.
We’d would love to discuss how. Enter your details and one of our friendly team members will get back to you.
The Ruby team worked in partnership with the mycar marketing and leadership team to undertake a large qualitative and quantitative segmentation and customer satisfaction study in the middle of the pandemic, which played an integral role in the relaunch of the mycar brand and its overall strategic direction. Ruby Cha Cha were able to pivot quickly, think creatively and apply skill and clever thinking to ensure mycar got the strategic insights that would drive effective decision making. We now view the segmentation as a living, breathing document referred to everyday at mycar.
I have worked with Ruby Cha Cha for over a decade. I always find that they work hard to get to the nub of the issues and come up with insightful actionable outputs. They think outside of the box and design innovative approaches and they bring stakeholders along on the research journey, instilling confidence and understanding. A recent study on Bushfires that they conducted highlighted their flexibility and ability to refocus in light of challenging circumstances. The resulting report was to the usual exceptional standard and was part of a submission to a Royal Commission. I would recommend Ruby Cha Cha to anyone who is seeking rigorous research that produces actionable outcomes.
Ellen Baron and the Ruby Cha Cha team have worked with me and my team to redefine and reposition the WIMR brand. I have thoroughly enjoyed working with Ellen – her approach is highly professional, engaging, intelligent and collaborative. As a marketing professional and having operated my own consultancy, at the outset I wanted to be sure that the rigour and strategic approach to the project would be exemplary, and would deliver great results. Ellen has gone above and beyond in working with us, navigating a complex organisation and diverse stakeholders. Ellen is focussed, pragmatic, highly experienced and she brings a sense of humour and fresh, dynamic perspective. Ellen is passionate about her work – she truly invests and cares about her work and her clients. I am delighted with the strategic outcomes, and I know we will continue to collaborate on projects into the future. Thank you Ellen for your considered, strategic and insightful approach.
Aside from wanting to share how successful the metro masthead brand campaign “We’re For You” has been – we are seeing great awareness and positive impact on the brand perceptions and consideration – which Ruby Cha Cha were instrumental in getting over the line.
Professionalism, Quality, Responsiveness, Value. Had a fantastic experience conducting focus groups with Ruby Cha Cha. They worked quickly and efficiently to recruit participants on our short timeline. Ellen was an A+ moderator for our groups and ensured quality participation from all. Will absolutely work with them again!
I have been working with the awesome Ruby Cha Cha team for the past 7-8 years now. Ellen & the Ruby team are fantastic to collaborate with, always willing to partner to solve business challenges. The in-office Customer forums they’ve run for us at Uber are shattering one-way mirrors with our customers and driving quicker decision making and employee engagement – highly recommend!
From a design company’s perspective, Ruby Cha Cha’s report is a refreshingly clear and ‘visual’ document. Over the years I’ve seen lots of good research reports that are strong on intellectual rigour and insights but short on the sort of reference to help everyone share the same interpretation of the results. The visual approach in this report is a great benchmark setting and team alignment way to present the results. And speaking from a design perspective, makes interpreting how the results might influence the way the brand looks, feels and behaves, much easier.
Ruby Cha Cha is our research partner for all strategic work. Highly recommend them, due to their insightful and actionable recommendations and true partnership style. Their opinion is well respected in the business I work in from the CEO down.
Ruby Cha Cha love a challenge! We have had some tricky business issues and Ruby Cha Cha stepped up to the plate to partner us with innovative solutions. They have a unique blend of curiosity, courage, creative and critical thinking together with being great communicators. They applied these skills and their experience to our business problem to generate a creative research solution which delivered actionable business outcomes.
I found choosing the right research partner for our business’ needs to be challenging as there’s a lot of choice out there. I wanted an agency who would understand our business needs, our budgets and importantly, the broader FMCG consumer & shopper. Ruby Cha Cha was recommended to me by a former colleague and after our first meeting I knew the project would be in safe hands with them.
The Ruby team helped us evolve the brief and design the research to deliver again our core needs. Ellen and the team had a great natural ease with the groups and shoppers which enabled them to really get to the heart of the key consumer and shopper behaviours we were looking at. The insights we have uncovered from the project have enabled us to build a stronger understanding of our brand and to plan effectively for the future. I wouldn’t hesitate to recommend working with the Ruby Cha Cha team.
Ruby Cha Cha has enabled us to reach and inform residents who rarely have a voice in decision making … Ruby has explored the challenges posed by rapid growth and constrained budgets and the implications that these realties ultimately have on the customer experience. The Community Stakeholder work was instrumental in better decision making for the council. Their ability to connect with audiences from residents, through to businesses, senior stakeholders and the Councillors was extraordinary.
Working with the Ruby Cha Cha team on some of our recent innovation projects has been a pleasure. A key value add the team bring to the innovation process for us is in the way they do the ‘hard yards’ of mining existing information and research for category trends prior to any workshop. This allows subsequent workshops to be much more focused and helps bring all attendees quickly up to speed with what’s going on in any category. For the workshop itself the focus on consumer first is key for us in creating innovation that truly speaks to consumer needs. I would recommend Ellen and her team as a key contact to kick off any innovation process.