Need

A Swedish organisation that works with long-term opinion-forming on a specific issue wanted to investigate how young people's views on another social issue affect their views on the organisation's specific issue. What are the different values ​​in the social issue among young people and how can bridges be built between those values ​​and the customer's specific issue?

Solution

In a seven-step process, Axiom developed insights with the aim of building bridges between the customer's and the target group's view of the social issue. A hypothesis about segmentation was set up and tested quantitatively on the public to see which demographic, and differences in value and knowledge influence the perception of the issue. One of the segments was selected and divided into four smaller sub-segments with different personality types. Through qualitative, quantitative and external data collection, the sub-segments were consolidated and a communication plan with concepts, metaphors and reasoning for the four sub-segments was developed.