The Avala Marketing Group...Connecting Brands With Consumers

Personal transport manufacturer Segway needed to identify the reasons for the slow nature of the product's adoption into mainstream society, and to develop a strategy for improved market performance.

Conduct primary research identifying consumer behavior for usage, purchase habits, needs and attitudes in order to identify key target audiences and consumer segments to target for growth.

AVALA utilized a qualitative and quantitative research strategy including focus groups with customers and prospects, telephone interviews with consumers and institutional owners, and in-depth analysis of the findings.

The study provided consumer behavior for usage, purchase habits, needs and attitudes which ultimately meant Segway could increase revenue by marketing to key target audiences and consumer segments.