Submarine were engaged to take MTN’s existing customer segmentation model (developed through quantitative enquiry) and bring this to life through qualitative enquiry and film.
MTN were looking for a visually dynamic, personally expressive and innovative way to bring their segments to life in such a way that stakeholders were able to attribute a life and a face to the segments identified from the prior quantitative study.
Simply, Submarine sought to put a face and voice to the consumer segments and reflect the context of their lives.
The way we did this was through interviews and filming dozen’s of ‘day in the life of’.
We explored the representative, everyday lives, thoughts and motivators of the consumer segments – up close and personal.
The deliverable was a depth report that qualitatively brought to life the quantitative data, plus a 30 minute documentary-style film.
14th June 2016
Film-based, Interviews, Research Offline, Segmentation