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The challenge was to comprehensively understand the customer base and the personas and behaviors of new, emerging segments.
Our approach leveraged AI to capture behavioral data, especially ambient data from social channels, which helped eliminate reliance on self-reported responses and bridged the gap between what customers say and what they do. All data collected was purely behavioral.
Sila’s approach to the research.
We started by running a segmentation analysis using behavioral data from the delivery app, identifying key segment identifiers.
These identifiers were used to deeply analyze consumer profiles and personas, uncovering psychographic patterns within each segment.
The study concluded with a sample size of over 30,000 data points. These data points were merged with primary findings to build a comprehensive understanding of each segment’s profile, their interactions with grocery shopping, delivery experiences, and digital behaviors.
Impact on the client strategy.
Our research identified four key segments, providing an
in-depth understanding of their behaviors. This enabled the delivery platform to develop targeted communication and product strategies, driving high customer acquisition and engagement.
Empower your strategies with
data-driven decisions.
Every brand is unique, as is its audience.
Sila’s in-depth analysis of diverse customer segments empowers you with the knowledge to craft strategies that truly resonate with your target audience.
