A Global Segmentation with (and for) UX Designers.



Consumer Behavior


The Challenge

Our client, a global media company, sought to uncover opportunities to innovate and ensure a great experience for its 125 million members in nearly 200 countries, and develop a deep understanding of its diverse members.

The Solution

CMB designed a multi-phased global segmentation initiative designed specifically for—and with—its UX designers. We first paired behavioral data with an online survey fielded in multiple countries.

We then facilitated collaborative in-depth analysis workshops with internal researchers and consumer followed by a robust qualitative exploration to bring the segments to life – uncovering a global segmentation scheme with distinct and actionable segments by market.

The Result

Results were socialized across the organization via compelling videos, virtual reality experiences, and in-depth illustrations. After a highly immersive socialization, their UX designers gained a strategic understanding of how members consume and interact with the brand—a critical roadmap to creating compelling and personalized experiences that resonate.

Our partnership with CMB was integral in successfully executing a global segmentation project with so many complex, moving parts: behavioral and attitudinal data, qual and quant approaches. The team at CMB were equal thought partners throughout this journey, helping us balance our business goals with unique strategies that could really inspire meaningful innovation. As part of a transparent culture that moves fast, values impact over process, and is “highly aligned but loosely coupled,” we have found CMB to be great cultural partners in addition to the methodological skills they bring to the table, always iterating and adapting as our goals evolve. Thanks, CMB, for an awesome partnership.