Human Capital

Examples of our work: quantitative research and analysis

lastminute.com invited us to conduct a quantitative segmentation of the UK online travel market to provide a greater understanding of their current and potential customer base:
	The Question: Who buys travel online in the UK? What are their core behaviours and attitudes?
	What Did We Do? We designed a programme of primary research to understand how people use the internet to purchase travel. With this data set we then carried out factor and cluster analysis to identify ten coherent consumer groups.
	What Happened? The segmentation fed directly into lastminute’s commercial strategy (who to target) and their marketing strategy (how to target them).
Other recent quantitative projects: an audience segmentation for the Discovery Channel in the UK, who wanted to understand different viewer types; analysis for the BBC looking at the relative amounts of value created by different content for different audiences.