By Kerry Juhl

Managing a business is non-stop, full-time leadership. Typically, 90% of a leader's workday is focused on the daily needs of employees, customers, supply chain, marketing, sales, financials... and the list goes on.  However, it is also a leader's job to present their team with a vision for the future, a "north star" that provides direction and goals for the organization, allowing them to compete effectively and transform opportunities into growth.

Category Vision: Assessing Your Market and Consumer

A great step in looking toward the future is to take stock of the landscape that you operate within, especially when there are changing dynamics in the external environment. The future growth of your business requires you to have a point of view on how your business will be impacted by changing consumer behaviors and preferences, the actions of your competitive set and external partners, and possibly the impact of new technologies. In other words, you need to have a vision of what your category/industry will look like in 5+ years to remain relevant in that future state and capitalize on future growth opportunities.

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Do customers want to ‘hire’ your product?

Our team at SIVO has experience with helping clients build their category vision of the future.  In fact, we have developed a step-by-step process that results in a defined Future-State Category Map to inform the Category Vision and Key Strategies for growth.  A Category Vision not only demonstrates category leadership and anticipates the future, but it allows clients to take control and literally create their own destiny…a future where the business can thrive.

The High-Level Process for Developing a Category Vision:

• Define Current State
• Incorporate Data/Trends Signaling Future State 
• Articulate Future State
• Create a Vision & Strategies to Build Future State

Define Current State: 

Clients need to define the space that they currently play in.  For some it might be narrow, for example, Skin Care.  For others it might be broad, for example, Beauty Products.  (There are pros and cons for how narrow or broad your category definition is and SIVO can guide your team to get to a definition that is relevant and actionable through our consumer insights solutions).

Incorporate Data/Trends Signaling Future State 

This step requires the gathering of category, competitive and consumer intelligence from a variety of sources, to answer questions, like:

• What is happening in the industry or category that my business competes in?
• What segments are growing or declining?
• What are the signs or hints of new segments emerging?
• Are there new consumer behaviors that signal the need to operate differently in the future to remain competitive in this category/industry?

Articulate Future State:

SIVO facilitates the client team through a small series of assignments and working sessions to envision the Future State of the category and to prioritize where to “place bets” within the category to maximize growth.

Create a Vision & Strategies to build Future State:

With the future state of the category defined, SIVO facilitates client teams through the creation of a Category Vision that serves as the "North Star", and Growth Strategies that the organization can put into action to drive category and brand growth for years to come.

Schedule a Discovery Call Today for Strategic Category Vision Consulting

A solid process with proven success. Are you ready to help your business create a category vision for the future?  Schedule a discovery call today or reach out at Contact@SIVOInsights.com to develop strategies and plans that not only anticipate the future but create it!

By Kerry Juhl

Growth. Every business in the world wants to grow, wants to live their purpose, follow their mission, serve their customers, and make money from it. But sometimes it is hard to know what to do, where to go, to find that growth. We ask ourselves questions like…

• Should we improve our products and services?  Or offer new ones? 
• Should we follow our competitors’ actions or do something completely different?  
• Should we invest in more marketing to drive awareness? 
• Or maybe we stay the course and focus on driving efficiency?   

Any of these paths could be the right direction for the business but at some point, teams must put a stake in the ground. That said, strategies don’t come out of thin air. It requires an examination of the world in which the business operates.

Teams need to thoroughly examine their:

• CUSTOMERS – what do customers want, need and value and how do they behave 
• MARKET – what are the industry or category dynamics, the competitive actions 
• OWN COMPANY – what structures, processes, groups are working well, or not 

The output of this examination can be organized into a framework that inspires growth strategies.  Growth Frameworks allow teams to reconsider the world in which they operate – literally putting it into a new “Frame” that will help identify issues and unearth opportunities for growth. The opportunities within the framework offer a “where to play” roadmap for teams, allowing them to pick a path forward and define their strategy for growth.

A Proven Process

SIVO has a tried-and-true process for developing growth frameworks that has been refined over the years and across industries. The SIVO team utilizes a specific process, research approach and expert facilitation to lead business teams to a clear and relevant growth framework. The process can be customized to fit the client organization based on factors such as their existing customer knowledge, the team’s availability to participate in the process and team size. Typically, 5 to 10 client team members work collaboratively, guided through five steps, beginning with the discovery of insights that point to future opportunities and ending with an activation plan that will advance the business.  

The 5 Steps

MINE

1. SIVO recommends starting with what clients already know, by mining existing company, customer, category, and industry knowledge.

BUILD

2. We fill knowledge gaps with custom qualitative research with your brand loyalists to explore their needs, motivations, and perceptions, to uncover key insights.
3. We quantify and prioritize the research findings with the appropriate audience.
4. We leverage expert facilitation to develop and refine the growth framework.

APPLY

5. Once the business team has aligned on the framework, we move the team to application by facilitating the development of an activation summary to outline future steps.

The Resulting Growth Framework

The output of this comprehensive process is a framework that provides teams with an inspiring construct that has easily digestible, business-relevant content and a common language for client teams to rally around, so they can clearly see and prioritize a path to growth. These frameworks can take many forms, including:  

• Consumer Jobs Map – Consumer Jobs Maps (a.k.a. Demand Space Maps) help explain why consumers make the choices they make, highlighting opportunities to deliver on unmet needs.
  
• Category Vision Framework – A category vision framework envisions the category of the future.  Although no one can predict the future, SIVO, in collaboration with the client business team, develops a vision for what the future state of the category will be 3 to 5 years from now.
  
• Customer Value Equation – A Customer Value Equation framework provides an understanding of what customers value about the total brand experience by mapping the key drivers of value and the assets that support those drivers.
  
• Competitive SWOT – A SWOT (Strengths, Weaknesses, Opportunities, and Threats) framework allows business teams to assess and analyze a current situation from all angles and to formulate future strategies in response to the findings. 

For more definitions and details on each of these frameworks, see SIVO’s Growth Frameworks: A Path to Action & Growth blog.

Applying the Growth Framework

Applying growth frameworks to the business can lead to growth strategies that span across the 4P’s of marketing.  

Product strategies could include Innovation to launch new products that fulfill demand or Renovation to improve existing products to better meet customer needs.

Pricing strategies could include Price Increases that strategically align with consumer preferences or Cost Engineering to improve profit margins by removing attributes that consumers don’t value.

Place strategies (i.e., Distribution strategies) could include retailer and channel distribution strategies or category management negotiations to improve product placement that aligns with customer shopping habits.  

Promotion strategies could include new advertising campaigns that focus on key benefits that align with what consumers need and value or in-store promotions to align promotional activity with how consumers shop the category.

Reach out to SIVO to learn more about Growth Frameworks

SIVO wants to share our proven process for elevating your insights into a growth framework that enables your team to set strategies that put your business on the path to growth. 

Reach out to the SIVO team at Contact@SIVOInsights.com to discuss the approach and growth framework that will be the right strategic fit for your team and your business. 

By Ashton Walz

What is Consumer Segmentation 

Market or consumer segmentation is a market research approach that allows you to divide a brand’s universe of potential consumers into smaller groups or segments based on their characteristics, e.g., demographics, values, attitudes, behaviors, and geography. The segments are composed of consumers who have similar characteristics within a segment and differing characteristics from all other segments. 

Once the consumer population within the market has been segmented, teams can assess and compare segments to understand which segments offer the most potential for growth, i.e., which group is most likely to find value and be motivated by your products or services and respond to your marketing, promotion, and innovation initiatives.

Creating Your Segmentation 

When developing your segmentation, the idea is to create segments that feature members who are as similar as possible to each other but different as possible from members in other segments. To do this, brand teams work with SIVO to define the parameters that will be used to segment the market, i.e., behaviors, attitudes, psychographics, or demographics, location, etc. For instance, if you wanted to segment the breakfast food category, you might want to include demographics (e.g., presence of kids in the household), behaviors (e.g., whether breakfast is eaten in the home or out of home) and attitudes (e.g, level of commitment to healthy eating habits) to help define your segments.

Once a plan is in place, a survey will be developed, and data will be collected from consumers in your defined market. Survey respondents will be presented with a scale to rate the importance of a series of behavioral and attitudinal statements or participate in a trade-off exercise to choose one of four statements that is most important or best describes them.

With the data collected, segments are created using clustering analysis. The ideal number of segments for a typical market is 5 to 8. More than 8 segments can be overwhelming to manage and fewer than 5 may lump too many consumers together.

Once the segments are developed, SIVO Consumer Insights experts will develop detailed profiles or personas, using all the survey data to describe or tell a story about each segment. The profiles/personas highlight the unique attributes and behaviors of the segments for easy comparisons. 

Applications for Consumer Segmentation 

When analyzing the consumer segmentation, it is important to understand the best ways to use this valuable marketing research tool. 

Targeted Marketing Campaigns 

The first primary use is to develop targeted marketing campaigns. By understanding the unique needs, interests, and demographics of each segment, business teams can alter their marketing messages and promotional activities to resonate with specific segments to increase consumer engagement. When marketing communications have been written with a specific consumer segment in mind, consumers feel understood and are more motivated to make a purchase.   

Optimized Distribution in Stores and Channels 

Understanding the consumer segmentation within a market also helps businesses optimize their distribution and sales channels. Different consumer segments may have varying preferences for different store banners or channels.  They might also have different preferences for online shopping, physical stores, or a combination of both. By identifying these preferences and behaviors, companies can allocate resources strategically, focus on the most effective stores and channels, and provide a seamless shopping experience for each segment.

Identify Market Gaps 

Another significant use of consumer segmentation is to help identify market gaps where there are a lack of products or services that are currently meeting the needs of specific segments.  Gaps in the market can then be translated into opportunities to develop new products or modify existing ones to cater to the needs of specific segments. This strategy enables companies to stay ahead of competitors, enhance consumer satisfaction, and build stronger brand loyalty.

Identify Additional/Secondary Markets 

Consumer segmentation allows businesses to identify untapped market opportunities and potential areas for expansion. By analyzing the demographics, behaviors, and preferences of different segments, companies can uncover secondary or adjacent target segments that also align with their products or services. This knowledge enables strategic decision-making and facilitates successful market penetration. 

Your Source for Expert Consumer Insights 

At SIVO, Inc., we are dedicated to helping our clients develop and utilize consumer segmentation that reveals their consumer target. We design custom learning plans that will help you understand which segment of consumers hold the most potential for growth and then facilitate the development of action plans so you can connect with and serve your consumer target. 

Contact us via our website form or email us at Contact@SIVOInsights.com today to schedule a discovery call! 

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By Anna Stoesz, SIVO Insights in partnership with Yogesh Chavda, Y2S Consulting

How “Where to Play / How to Win” Strategy Becomes Practical for Every Brand

There is a moment most insights professionals have experienced.

A well-designed research study is presented to a leadership team. The work is solid. The story lands. Heads nod around the room. And then . . . nothing really happens.

Not because the work wasn’t good, but because the learning wasn’t there when the decisions needed to happen. Often when it’s time to decide where to invest, which ideas to back, or how to prioritize markets, people forget about the great learning and quietly drift back to intuition, internal politics or whatever worked last year.

Now we have added AI into the mix. With AI, we talk about auto‑coding open ends, auto‑summarizing interviews, and auto‑drafting reports. We celebrate the time savings; what used to take three weeks now takes three hours. That is certainly progress, but it is not the whole story.

The more exciting shift we’re seeing is that AI can now give us the building blocks to move from episodic research to real-time decision intelligence.

A Shift in How Insights Show Up

Instead of treating research as a series of projects, we can begin to work in a more continuous way. By monitoring signals, recognizing patterns, and updating our understanding as behavior shifts, we can see opportunities and risks emerge in something close to real time.

In other words, companies are starting to leverage insights from intelligence engines that sit much closer to where decisions are made.

Historically, this kind of decision intelligence was a luxury reserved for companies’ proprietary models and armies of consultants. While AI doesn’t magically answer strategy questions for us, it does make the classic questions of “where should we play” and ‘how will we win” practical for brands that don’t have blue‑chip consulting budgets.

To get there, we must stop thinking about AI as a faster report writer and start thinking in terms of real-time decision intelligence.

This change will also require a shift in how researchers work.

From Faster Projects to Intelligence Engines

Intelligence engines are focused, AI‑accelerated and human‑guided systems designed to answer specific strategic questions in an ongoing way. In a mature setup, you might see engines that continuously map segments and demand spaces, surface and prioritize need states, and stress‑test ideas against multiple plausible futures. Each engine tackles one slice of the strategy puzzle and together, they form a practical, reusable decision system.

The pattern is always AI + HI (human intelligence), where the human‑led inputs of clear business questions, curated data, and activation meet an AI‑powered engine.  The engines are purpose-built, specialized models tuned to a task with guardrails that only come with deep expertise.

To make this concrete, let’s look at a situation common to both B2B and B2C clients.

From a Stale Segmentation Study to “Three Moments We Must Own”

A mid‑size health and wellness brand had a segmentation built five years earlier. It was still the official truth, but everyone knew it no longer matched reality. New players had entered; behaviors had shifted; the market had fragmented. Both the marketing and innovation teams were eager for refreshed insights as they moved into the annual plans process, which was quickly approaching.  

The team considered refreshing the work as originally designed but knew it would require high costs and months of fieldwork and analysis using traditional large-scale surveys and qualitative research that would mean delivering insights too late to act on.

They came to SIVO to understand how an AI intelligence engine might provide the insights they needed to help with real-time learning to support decision-making during the planning process.

We stood up two AI engines: a refreshed dynamic segmentation and a moments engine.

1. A living map of demand

The segmentation engine ingested existing qualitative and quantitative data, ecommerce data, cultural signals, and continuously incorporated new publicly available data through LLMs. It used clustering to surface needs and motivations, reframing them as current demand spaces and segments rather than fixed “personas.”

Because the heavy lift is automated, we could refresh the view as behaviors shifted without launching a new segmentation.

2. From fuzzy journeys to concrete moments

Once we had a sense of the target audience and their needs, the moments engine was then layered on top.  It mined deep LLM research, consumer reviews and behavioral data to surface and bring-to-life micro‑moments across the journey.

For this company, the moments turned “we think awareness is the issue” into something sharper:

• “Here’s how the need state comes to life and the three key moments we must own.”

• “Here’s what this means for messaging – when, where and what to message”

• “Here’s how that connects to both our innovation work and marketing plans"
  

The team was elated to get the insights during the planning process, when they were ready to build and act on them.
 

Keeping Engines Honest

Any time we move AI closer to strategic decisions, the obvious concern is whether the insights are true or not.  For this, three guardrails matter:

Traceability - Every output should be traceable to sources, assumptions, and methods. If you cannot show your work, it’s not insight.

Clear Guardrails - Be explicit about what’s in-scope and where extrapolation begins. Most misuses of AI come from over‑generalizing.

Human‑led design, validation and activation - Engines should feed human judgment, not replace it. The value is in how experts design the engines and how teams use the outputs to frame decision and actions.  

Human-led validation of outputs and intuition based on actual consumer interaction is also top of mind throughout the process to ensure we have the right inputs and validation to match the level of risk and rigor of the decision.

A New Consultative Playing Field

Once the guardrails are in place, a new consultative playing field opens for insights professionals. The intelligence engines give researchers the ability to play at a more strategic level and not just inform decision-making but truly own the recommendations and “where to go next” conversations.

For earlier-career team members, intelligence engines put “where to play” framing at your fingertips. This makes it easier to step into these types of conversations sooner, whether that is structuring a problem, exploring options, or contributing to decisions in a more meaningful way. 

For more experienced leaders, intelligence engines provide a way to continue consulting and building on prior work. They make it possible to explore multiple paths and scenarios, better understand trade-offs, and test how ideas hold up as conditions evolve.

That is the value of moving from episodic insights to real-time decision intelligence.  AI intelligence engines enable you to deliver insights confidently, place well-timed bets, and act with precision when it matters most.

This may be a change for researchers who are not accustomed to delivering insight at the point of decision-making, but one with significant opportunity for greater organizational influence and impact.