JOBS TO BE WON™

OVERVIEW

How our unique approach to segmentation will help you motivate

consumers to “hire” your brand

193 North Marion Street

Oak Park, Illinois 60301708.524.8080contact@halversongroup.com

2 | HALVERSON GROUP

According to CMOs, the top challenge they face today is competition from beyond traditional rivals – and we hear that from our own business partners.

Halverson Group specializes in the creative destruction necessary to prepare for future competition, not just current competition

Source: Advertising Age

3 | HALVERSON GROUP

Jobs to Be Won broadens the perspective of what a product or service does to view it through the lens of situations, moods and motives – not capabilities.

We start with two fundamental premises:

• The view of a marketplace needs to be as broad as possible

• Attitudes need to be viewed as flexible, rather than immutable

4 | HALVERSON GROUP

Halverson Group first identifies “jobs to be done” by segmenting situations at the level of the business need to reveal what motivates people to act.

Situation-based segments tend to be based on the moods and motives of the people engaged

in those activities

Situation-Based Segments

5 | HALVERSON GROUP

From this framework, Halverson Group overlays people with whom a brand has the right to win to understand its core, the movable middle and non-targets.

Situation-Based Segments crossed by People-Based Segments

Core: Group you want to maintain, with opportunities for cross-selling and new products

Moveable Middle: Target where your brand has the right to increase presence

Non-Targets: Group lacking sufficient ROI to pursue further

6 | HALVERSON GROUP

Jobs to Be Won are defined by looking at the intersection of the most receptive situations and the people with whom you are most effective.

Situation-Based Segments crossed by People-Based Segments

Core: Group you want to maintain, with opportunities for cross-selling and new products

Moveable Middle: Target where your brand has the right to increase presence

Non-Targets: Group lacking sufficient ROI to pursue further

And because we’ve started with a wide situational view, we can overlay multiple

brands or lines of business to understand how to deliver the right message at the right time

to the right audience about the right topic

7 | HALVERSON GROUP

Halverson Group overcomes the traditional limitations of consumer segmentation by starting with situations and using them to understand people.

From alcohol

to artisanalFrom museum

to destinationFrom standardized

to made-to-order

8 | HALVERSON GROUP

For nearly 20 years Halverson Group has armed our clients with the business intelligence needed to confidently fuel winning strategies.

As a strategic research agency we uncover and quantify insights into the behaviors, beliefs, attitudes, situations and cultures that influence human choices

9 | HALVERSON GROUP

What makes Halverson Group unique compared to our competitive set is our focus on human-centered data science.

We view the world through a broad lens

1 2

We focus on situational drivers of identity

3

We are R&D driven

9 | HALVERSON GROUP

10 | HALVERSON GROUP

We are focused not just on explaining the current world, but on improving its future state for our clients through the three pillars of our offer.

Segmentation should allow you to upend the rules of your category and motivate

more consumers to hire your brand.

Jobs to Be Won™ Reality Tests™Choices™

Your new solutions have a higher probability of succeeding when properly

identified and pressure-tested.

Destination mapping tells you how to deliver the right message to the right

audience at the right time.

11 | HALVERSON GROUP

What makes us excited to come to work every day is the knowledge that our partners benefit from our research and our insights.

This is the best single piece of research I’ve seen in our industry in a long time.

Senior Marketing DirectorGlobal Beverage Company

WE FUEL WINNING STRATEGIES

193 North Marion Street

Oak Park, Illinois 60301708.524.8080contact@halversongroup.com