# Bringing Segments to Life

Presented by [The Sound](/content/company/The-Sound/index.html)

## Challenge

A major retailer saw an opportunity to expand its customer base by targeting urban markets. But… their current retail format was designed with the needs, wants, and preferences of a more suburban crowd. To this end, the retailer needed to understand the broader landscape for urban dwellers in order to inform the design of a new urban retail format.

## Proprietary solution

In a two-fold approach, we developed a Jobs-To-Be-Done survey – segmenting occasions based on different motivations. The survey was fielded among diverse urban locations in the US. Using this information, we were able to paint a picture of what truly motivates urban dwellers, as well as identify, size, and prioritize jobs to be done.

Then, using 1-day digital diaries, we spoke to people who were routinely engaged in our prioritized jobs to see how the jobs come alive in their day-to-day experiences. We explored examples of the jobs, ideal scenarios and challenges, as well as the role of retail in solving them.

## Result

The retailer was able to seize their opportunity in urban markets by utilizing job profiles that helped to inform in-house ideation sessions and design sprints among their team. Job profiles included: the spectrum of common activities urbanites engage in, the type of product purchased and degree of satisfaction in solving for the job – all of which provided a road map for the client to deliver the ideal retail experience for urbanites.

## About this project

Business issue:

[Increase sales, volume](/content/market-research-firms/increase-sales-volume/index.html)

Market research specialties

[Psychological / Motivational Research](/content/market-research-firms/psychological/index.html)  
[Consumers](/content/market-research-firms/interviewing-consumers/index.html)  
[Qualitative Research](/content/market-research-firms/qualitative/index.html)  
[Retail Industry](/content/market-research-firms/retail/index.html)  
[Consultation](/content/market-research-firms/consulting/index.html)  
[One-on-One / In-depth Interviews (IDIs)](/content/market-research-firms/interviewing-in-depth/index.html)  
[Quantitative Research](/content/market-research-firms/quantitative/index.html)  
[Full Service](/content/market-research-firms/full-service/index.html)  
[Online - Qualitative](/content/market-research-firms/online-data-collection-qualitative/index.html)  
[Hybrid / Mixed Methodology](/content/market-research-firms/hybrid-market-research/index.html)  
[Consumer Research - General](/content/market-research-firms/consumer-research/index.html)  
[Market Segmentation](/content/market-research-firms/market-segmentation/index.html)  
[Store Layout/Design/Flow/Signage](/content/market-research-firms/store-layout-design-flow-signage/index.html)  
[Strategic Research](/content/market-research-firms/strategic-research/index.html)

Presented by:

[**The Sound**](/content/company/The-Sound/index.html)

Data & Analytics  
Consulting  
Full Service

We are a full service market research agency and we help brand owners and ad agencies understand people and solve marketing challenges.

[Learn more](/content/company/The-Sound/index.html)

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[Fueling a Global Growth Strategy\  
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