Case Study: a top American luxury brand sharpens luxury segmentation and boosts consideration with SIS International Research

Top American Luxury Brand lifts consideration in 12 months with Greenbook

The customer, a top American luxury brand, faced the challenge of an outdated consumer segmentation model that no longer reflected the modern luxury market. This gap risked significant marketing and product development investments. To address this, they engaged vendor SIS International Research to conduct a large-scale quantitative study to identify new high-value consumer segments and guide a multi-year repositioning effort.

SIS International Research executed an online survey with over 3,000 consumers, utilizing advanced analyses including latent class analysis to identify distinct typologies. The findings revealed three high-value segments, two of which were previously underserved. As a result, the client reallocated marketing budgets, revised product mixes, and updated CRM targeting. Within twelve months, this led to measurable lifts in consideration and purchase intent among the prioritized segments, alongside improved campaign efficiency.