Applicability to Executive Function
On Tuesday, April 2, 2013, the Growth Team MembershipTM presented a case-based best practice on how BP incorporated segment-based consumer insights into the company’s decision-making, improving customer ratings and increasing market share.
Featured Thought Leader: Rajit Chakravarty, Global Customer Insight Manager at BP, will share key lessons learned.
The webcast will shows how BP:
Used stakeholders’ segmentation priorities to help shape the study
Conducted a balance of qualitative and quantitative segmentation research
Developed and prioritized consumer segments
Embedded segment attributes with tailored study deliverables and global workshops
Used segment-specific insights to shape marketing decisionse
Profiled Company: BP is headquartered in London, United Kingdom and is a global energy company.
CLICK HERE to see an excerpt from the featured Best Practice Guidebook