Discovering Profitable Consumer Cohorts

CONTEXT: Leading Global CPG Manufacturing Company charged to win market share and increase profitability across 4 categories in 6 focus markets globally.

THE COMMERCIAL QUESTION: What profit pools exist in the marketplace that our current strategy is not tapping into?

WHAT WE DID

• Challenged existing consumer assumptions through a consumer insight audit across six countries and exposed the gap between who the business was optimizing for and who was actually driving profitable growth

• Facilitated a commercial clarity workshop to define precisely what winning looked like commercially before AI entered the room

• Spearheaded a creative problem solving session with AI tools incorporating human input and rebuilding messaging strategy entirelyaround behavioral signals not stated preferences

• Collaborated with country commercial teams to translate global cohort discovery into AI-powered locally relevant hyper-personalized messaging across every market

• Defined phased implementation plan with success metrics and KPIs and ensured agreement from every market

WHAT AI DID

Identified a high-margin consumer cohort invisible to traditional research. Found in marketplace data not internal systems. Delivered hyper-personalized 1:1 messaging at scale across multiple markets simultaneously. Found what years of brand tracking had missed in a fraction of the time.

RESULTS

• 66% faster consumer discovery than traditional research

■ 8x ROI on personalized messaging versus broadcast

+500bps higher margin from newly identified consumer cohort