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Halverson Group Jobs to Be Won Presentation

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How our unique approach to segmentation helps brands motivate consumers to hire them for the "jobs" they need to get done in their lives.

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Halverson Group Jobs to Be Won Presentation

  1. 1. JOBS TO BE WON™ OVERVIEW How our unique approach to segmentation will help you motivate consumers to “hire”your brand 193 North Marion Street Oak Park,Illinois 60301 708.524.8080 contact@halversongroup.com
  2. 2. 2 | HALVERSON GROUP According to CMOs, the top challenge they face today is competition from beyond traditional rivals – and we hear that from our own business partners. Halverson Group specializes in the creative destruction necessary to prepare for future competition,not just current competition Source: Advertising Age
  3. 3. 3 | HALVERSON GROUP Jobs to BeWon broadens the perspective of what a product or service does to view it through the lens of situations, moods and motives – not capabilities. We start with two fundamental premises: • The view of a marketplace needs to be as broad as possible • Attitudes need to be viewed as flexible, rather than immutable
  4. 4. 4 | HALVERSON GROUP Halverson Group first identifies “jobs to be done” by segmenting situations at the level of the business need to reveal what motivates people to act. Situation-based segments tend to be based on the moods and motives of the people engaged in those activities Situation-Based Segments
  5. 5. 5 | HALVERSON GROUP From this framework, Halverson Group overlays people with whom a brand has the right to win to understand its core, the movable middle and non-targets. Situation-Based Segments crossed by People-Based Segments Core: Group you want to maintain, with opportunities for cross-selling and new products Moveable Middle: Target where your brand has the right to increase presence Non-Targets: Group lacking sufficient ROI to pursue further
  6. 6. 6 | HALVERSON GROUP Jobs to BeWon are defined by looking at the intersection of the most receptive situations and the people with whom you are most effective. Situation-Based Segments crossed by People-Based Segments Core: Group you want to maintain, with opportunities for cross-selling and new products Moveable Middle: Target where your brand has the right to increase presence Non-Targets: Group lacking sufficient ROI to pursue further And because we’ve started with a wide situational view, we can overlay multiple brands or lines of business to understand how to deliver the right message at the right time to the right audience about the right topic
  7. 7. 7 | HALVERSON GROUP Halverson Group overcomes the traditional limitations of consumer segmentation by starting with situations and using them to understand people. From alcohol to artisanal From museum to destination From standardized to made-to-order
  8. 8. 8 | HALVERSON GROUP For nearly 20 years Halverson Group has armed our clients with the business intelligence needed to confidently fuel winning strategies. As a strategic research agency we uncover and quantify insights into the behaviors, beliefs, attitudes, situations and cultures that influence human choices
  9. 9. 9 | HALVERSON GROUP What makes Halverson Group unique compared to our competitive set is our focus on human-centered data science. We view the world through a broad lens 1 2 We focus on situational drivers of identity 3 We are R&D driven 9 | HALVERSON GROUP
  10. 10. 10 | HALVERSON GROUP We are focused not just on explaining the current world, but on improving its future state for our clients through the three pillars of our offer. Segmentation should allow you to upend the rules of your category and motivate more consumers to hire your brand. Jobs to BeWon™ Reality Tests™Choices™ Your new solutions have a higher probability of succeeding when properly identified and pressure-tested. Destination mapping tells you how to deliver the right message to the right audience at the right time.
  11. 11. 11 | HALVERSON GROUP What makes us excited to come to work every day is the knowledge that our partners benefit from our research and our insights. This is the best single piece of research I’ve seen in our industry in a long time. Senior Marketing Director Global Beverage Company
  12. 12. WE FUEL WINNING STRATEGIES 193 North Marion Street Oak Park,Illinois 60301 708.524.8080 contact@halversongroup.com

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