Case Study: a leading connectivity provider achieves a scalable needs-led segmentation with Bryter

a leading connectivity provider builds needs-based segmentation with Greenbook using a 4,200-sample survey

The customer, a leading connectivity provider, faced a challenge in accelerating growth for its home connectivity portfolio across Europe. Its existing insights were fragmented and focused on devices, which limited its ability to inform product development and targeted marketing. To unlock growth, the provider engaged vendor Greenbook to build a holistic, needs-based segmentation rooted in consumer behaviors and attitudes.

Greenbook implemented a multi-stage solution involving meta-analysis, qualitative interviews, and a large-scale survey of 4,200 respondents. This approach resulted in a needs-led segmentation model that was translated into actionable personas. The outcome was a scalable framework that reframed the category around mindset and behavior, giving the provider a unified decision-making tool to prioritize investments, reduce product-market risk, and focus go-to-market efforts for a greater return.