Case Study: How a Wellness Brand Used Audience Segmentation to Reposition Its Services
Summary
To relaunch with greater focus, this health and wellness brand surveyed women and developed data-backed personas tied to life stage, motivations, and pricing sensitivity. The findings shaped new service offerings, brand messaging, and content strategy. A case of research turning broad ideas into sharp positioning.
The Client
A wellness brand preparing to relaunch its services with a clearer focus on women over 30 who are balancing work, family, and long-term health goals.
The Challenge
The brand needed a more refined understanding of its target audience. Existing messaging and offerings were too broad, making it difficult to stand out or connect deeply with the women they hoped to serve. They wanted to understand what motivated women to invest in their wellness, what kinds of services and content they valued, and how factors like life stage and pricing influenced decision-making.
What We Did
We designed a custom survey to uncover the audience’s motivations, goals, decision triggers, and hesitations. The survey explored life stage, emotional needs, preferred wellness formats, pricing expectations, and key moments when women decide to take action on their health.
The results were used to create distinct audience personas, each grounded in behavioral patterns and mindset differences. These personas helped the brand see not just who their audience was, but how to speak to them—what messages would resonate, what offers would feel aligned, and which communication channels to prioritize.
Alongside the personas, we delivered strategic guidance on content themes, service structure, pricing tiers, and how to position the brand in a crowded wellness space.
The Outcome
The client gained a clear sense of which audience segments to prioritize and how to align offerings with their needs. The personas guided updates to brand messaging, visual identity, and content planning. The research also helped the team identify gaps in their service model and refine how they talk about the brand’s value.
These insights informed a relaunch strategy that was more targeted, more relevant, and more effective in reaching the right audience.
Strategic Impact
The research moved the brand from generalized messaging to a focused strategy built around real people and real priorities. By understanding how their audience thinks, chooses, and buys, the client positioned themselves for growth with services that meet their customers where they are.