Global vision segmentation from 9 to 30 countries in 4 years
Define consumer segments based on vision problems and their impact on everyday life, then quantify them to size opportunities and guide priority-setting across markets, without losing data continuity.
What We Did
- Started with 9 countries in 2021, purely quantitative and behavioral segmentation with N=13,567.
- Added QualAI for stimuli testing and lifestyle understanding, deepening segment profiles beyond behavior.
- Expanded continuously to 30 countries over 4 years, driven by client enthusiasm and proven ROI.
Business Outcomes
- Built a living segmentation system enhanced by quant and QualAI lifestyle insights.
- Enabled audience retargeting across multiple projects without a standalone panel.
- The brand now applies segmentation not just for product innovation but for campaign targeting and activation.
- AI-generated personas are used in workshops to make decisions.
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