- Objective: Finalization/simplification of a new segmentation model based on motivational drivers
- Desk research based on data from numerous market research and customer studies
- Integrative concept that merges both motivational (limbic) and needs-based segments
- Deduction of media usage, e-commerce affinity (apps, web shops, self-service) and openness for innovations (handsets, tariffs)
- Presentation to board level (approval), top-down training of middle management including agencies and customer care team leaders