A fresh segmentation and revamped brand positioning hit the mark for Target

Our science-driven understanding of Target’s customers helped the brand re-emerge as a leader in affordable, on-trend fashion.  

Our science-driven understanding of Target’s customers helped the brand re-emerge as a leader in affordable, on-trend fashion.  


Understanding—and delivering—what customers want.  

As a long-time client, we’ve had the privilege of partnering with Target on a wide array of projects — from brand tracking and brand research to a refreshed customer segmentation and new service and product design.

Recently, we helped Target lock in its status as a leader in affordable, on-trend fashion with a cohesive brand strategy and positioning that encompassed apparel, home, and beauty products. To create an authentic, differentiated positioning for the brand, we set out to first define the current style landscape, monitor trends and unpack competitors’ approaches.

Our customer insights team got to work examining the competitive landscape to understand areas of overlap and differences in how style is communicated. Using cultural insights, we identified consumer trends that revealed what’s passé and what’s on track to be cutting edge.

To achieve these insights, we performed messaging strategy development and testing, engaged focus groups, created customer journeys, and performed a conjoint analysis.

Example deliverable. All proprietary information has been removed.

Activating insights to drive growth.  

We identified key themes and developed an overarching brand positioning that transcends multiple categories — enabling Target to deliver a fresh, consistent viewpoint storewide.

To understand if they should refresh their segmentation strategy, we identified the strengths and weaknesses of the current Target shopper via customer segmentation then created a process to ensure this segmentation refresh could be done in the most-impactful and least-disruptive way possible.

To activate the results, we held stakeholder activation workshops, a segment re-meet and greet to dimensionalize and bring to life shopper segment personas for key stakeholders, and produced interactive deliverables designed to socialize key consumer insights by persona for the future.

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