Marketing Analytics > Case Study

Quantitative Research and Segmentation

A 2007 project for Tigerprint, a subsidiary of Hallmark Cards PLC, which designs and produces greeting cards, gift wrappings and other personal expression products exclusively for Marks and Spencer, sought to examine the card buying market.

Following a programme of quantitative research our Data Analytics Team conducted a segmentation of respondents based on their attitudes to card buying and the importance of various card attributes. 

Further work was undertaken to build on the findings of this research through examining purchase behaviour in order to determine the number of cards individuals within each segment buy and how much they spend, allowing the client to understand the value associated with each segment.