Segmentation to Optimize Digital Imaging Market

Business Challenge

A leading developer of digital imaging software was looking to re-ignite its brand and widen its target to everyday consumers beyond its well-established audience of expert photographers and creative professionals.

TRC’s Solution

TRC identified 6 digital imaging segments by employing a robust segmentation methodology.

Furthermore, TRC was able to prioritize the segments based on their business potential.

Successful Results Implementation

TRC provided the client with actionable segments that accounted for software usage, but also took into account the larger universe of digital photo and video options, and directly addressed the phenomenal growth of social media (and sharing in general) in the marketplace.

Based on the results, our client optimized their strategy for growth and revised their positioning to acquire new customers.