Case Study: UKG develops data-driven buyer personas with Nebo

UKG uncovers buyer personas with Nebo through a 1,000+ respondent study

UKG (Ultimate Kronos Group), a newly merged leader in human capital management and workforce management solutions, faced the challenge of understanding its key B2B audiences following its merger. The company needed to move beyond traditional demographic segmentation to identify what truly united different audience segments across decision factors and challenges. UKG partnered with Nebo to conduct an unbiased, data-centric audience segmentation study.

Nebo implemented a quantitative solution, fielding a survey with over 1,000 HCM and WFM decision-makers across the US and Canada. Using cluster and factor analysis on the data, Nebo developed new attitudinal and behavioral-based segments for UKG. This resulted in the creation of detailed buyer personas and journey maps, which provided actionable insights to shape UKG's strategic decisions and make the buyer’s journey more seamless and aligned with audience motivations.

UKG (Ultimate Kronos Group)