A globally consistent segmentation that blends quantitative scale with ethnographic depth to guide strategy and investment.
As the automotive landscape became more complex, with new customer types, mobility solutions and non-vehicle offerings, a global luxury brand needed a segmentation that worked for today while inspiring tomorrow. We designed a large-scale quantitative study focused on broader attitudes to luxury, not just car buying, and applied advanced statistical techniques to identify distinct, strategically relevant customer groups.
To bring the data to life, we complemented this with ethnographic research across multiple markets, spending time with customers in their homes to understand how luxury fits into everyday life. The result is a segmentation that goes beyond demographics to capture real differences in mindset, motivation and decision-making. The output is now embedded across the organisation to shape strategy, experiences and investment.
