Global segmentation to unify the business around a common understanding of the consumer

Tommee Tippee is a well-known and much-loved global baby accessories brand. Driven by the ambition to become a truly ‘consumer first’ business, Tommee Tippee worked with Market Measures to create a meaningful segmentation of parents which could unify the business around a common understanding of the consumer.

Covering key global markets we identified a set of segments which are now used as the basis for global strategy planning both at a brand and product level. Each segment has a personality and profile which is tangible and easy to understand for everyone in the business. Knowing how people feel and think, what motivates them and what share of the population and category £sales they represent has bought real clarity and focus to the business.

Working in close partnership with Tommee Tippee, our segmentation has elevated the consumer to being front-and-centre of the thought process and is now the DNA which flows through everything.