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

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 | 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 | 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 | 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 | 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 | 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 | 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 | 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 | 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 | 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 | 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. WE FUEL WINNING
STRATEGIES
193 North Marion Street
Oak Park,Illinois 60301
708.524.8080
contact@halversongroup.com