Super Segments

GOAL // Get to Know the Audience & Look for Opportunities

Hedley & Bennett makes high-quality aprons for professional and home chefs. When the pandemic hit, they pivoted to producing face masks as a way to fill a crucial need and keep their L.A. factory open. Their popular masks brought in a new consumer base, and they wanted to find out more about this group and their existing audience. Their hope was to efficiently segment their targets, and consider new product offerings that would be a success.

APPROACH // Test the Test

To design the best multiple choice survey questions, first we ran a smaller survey with open-ended answers. Armed with consumers' own language, we then quantitatively surveyed 1800+ people and followed up with 16 qualitative interviews. 

We also interviewed the internal client team to get real about the company's ability to market to multiple segments. Based on their bandwidth, we recommended honing in on common denominators, not attempting to map every possible target. 

IMPACT // Brand Love and Surprise Segments

We uncovered and prioritized key audience groups, identified ways to target top segments, and discovered some deep love of the brand. A common purchase barrier helped reveal a hidden and highly-lucrative segment that was less price-sensitive. 

And while all segments appreciated the quality and craftsmanship of H&B's fabric products, emotionally they connected an apron purchase to stepping up their game as a "serious" chef. Like a superhero donning a cape, it made them feel prepared to do their best. This opened opportunities to expand beyond textiles into other products for the dedicated chef. 

"This was so helpful and inspiring in very practical and actionable ways."

- Chief Creative Officer, Hedley & Bennett