MAPS Intelligence

Consumer Focus

Who buys, why, and where.

The market’s buyer groups, each with its profile, what drives it, how it buys, what holds it back. The buyer journey from discovery to loyalty. And the opportunities, segment by segment — channel by channel.

The segments

Not “the consumer”.
Different people, with different reasons.

For each group: its share of the market, who it is, what matters to it, how much it spends and where, what it complains about, what it needs. The example is the French menswear luxury market.

A buyer segment: demographics, psychographics, behavior, pain points, needs
One of the six segments, opened up. Fictional names.
The other segments with their share of the market
The other five, each with its share of the market.
The buyer journey

From discovery to loyalty.

Where they notice the brand, what they weigh up, who decides and how long it takes, what holds them back, what brings them back.

The customer journey in four stages
Channel by channel

The same market,
read from the channel you sell in.

Choose a channel — or all of them — and MAPS redoes the analysis for that channel: who buys there, how, what they look for. MAPS suggests the channels based on your industry. In B2B the module is called Customer Focus, and the customers are companies.

Choosing the distribution channel in a B2B project
A manufacturer of automotive aftermarket components: direct sales, e-procurement portals, e-commerce. Fictional name.
A segment of business customers: parts retailers and wholesalers
Here the segment is a type of company: revenue, who buys, reorders, framework agreements, trade shows.
Local insights

Every market has its own codes.
MAPS finds them.

Cultural factors, preferences, seasonality, differences from one city to the next. The example is Japan: from omotenashi to gift-giving culture, from Ginza to Fukuoka. Then the opportunities, one per segment, with their priority.

Local insights on Japan: cultural factors, preferences, seasonality, regional differences
Opportunities by segment, with priority
Opportunities by segment. Fictional names.

Here too: a chat to ask, the Synthesis and the PDF.

You know who you’re working for.
And where to find them.