Wal-Mart dramatically retargets (ahem) based on user research
In today’s New York Times
There are “brand aspirationals” (people with low incomes who are obsessed with names like KitchenAid), “price-sensitive affluents” (wealthier shoppers who love deals), and “value-price shoppers” (who like low prices and cannot afford much more).
The new categories are significant because for the first time, Wal-Mart thinks it finally understands not just how people shop at its stores, but why they shop the way they do.
Of course those segment labels are dehumanizing and unpleasant, but the source for this new understanding, years of in-depth studies with customers, must have been some very insightful research. Congrats to friends who I presume were the ones that actually did that research (even though they’ve moved on from Wal-Mart)!
Update: The friends disclaim any credit for this work!
Update2: This leaked PPT presumably explains their methodology.