How a Wellness Brand Used Audience Segmentation to Reposition Its Services
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.
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.
The Client
A wellness brand preparing to relaunch its services after refining its internal operations and delivery model. The company’s goal was to better connect with women navigating work, health, and family commitments.
The Challenge
The brand had a clear vision but lacked clarity on which audience segments to prioritize. Their messaging was broad, and offerings weren’t clearly aligned with what potential customers valued. They needed to know how different types of women made decisions about investing in wellness, what kinds of content and coaching they preferred, and how price sensitivity played into adoption.
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.
