The Cotswold Company – Segmentation and Market Sizing

The Cotswold Company came to us with a core challenge – help them get to know their customers and potential customers more profoundly and embed this insight across the business.

We worked in partnership with the Cotswold Company to run a robust and considered segmentation and wider market exploration. With the furniture and homeware market being highly competitive and trends continuously evolving, customer decision making is complex so we knew numbers wouldn’t tell us everything, particularly around emotive drivers.

We paired a detailed statistical segmentation, using the expertise of our in-house Data Science team, with a series of qualitative, in-depth interviews to really bring our customer profiles to life. The segmentation was based around needs, motivations and attitudes and explored everything from values, drivers, expectations to purchase journeys and shopping preferences. We overlayed the segments against a series of more functional metrics including brand affinity and spontaneous brand preference, to awareness, knowledge, perceptions and consideration of The Cotswold Company.

We presented the findings back to The Cotswold Company through a series of pen profiles – fusing insights from the quantitative surveys, statistical analysis and qualitative exploration, focussing on who the customer segments are, not how we arrived at that conclusion.

Following the segmentation project we ran a follow-up project to size the segments across the wider market.