Rebuilding a shopper segmentation for repeated use

The director running a 33,000-respondent shopper study left the agency mid-project with no documentation, and no one internally could pick it up. Working as an outside analyst with a four-week scope, I reverse-engineered the design and built a two-layer segmentation, six shopper types by four trip types, with short typing tools developed alongside the model so any future survey could reproduce it. Weeks after delivery the framework sized a seven-million-shopper growth gap for a packaged-food client. It then grew into a 20-chain retailer extension, custom studies across eight-plus categories, and a syndicated offering the agency was still selling a year later.

Get the full case study as a PDF

Method included. The download appears as soon as you submit — no sequence, no follow-up unless you ask for one.

Used to send this one document. Nothing shared with third parties.