Built a behavioural customer segmentation that became the operating language for product, category, and CRM teams across 27 European markets.
AUTODOC was scaling fast across markets but needed sharper customer understanding to inform product, category, and CX decisions.
The open questions: who are the actual segments behind the transaction data? Where does the journey break down? What do the highest-value customers need that they aren't getting?
Conceptualised and executed a behavioural customer segmentation — built around shopping motives and patterns, not just demographics — that became the operating language for product and commercial teams.
Designed and oversaw a mixed-method research programme: focus groups, in-depth interviews, online diaries, brand health tracking, and Web/CATI surveys, run across multiple markets.
Mapped the customer journey across digital touchpoints, identified recurring friction points, and prioritised them with Product and Category Management.
Translated findings into decision-ready briefs — formats that Product, Engineering, and Category teams could act on without needing a researcher to interpret them.
Built and led the CX/UX research team — full accountability for delivery quality, milestone management, and mentoring.
NPS improved through targeted, insight-driven changes to journey friction points.
Behavioural segmentation replaced generic demographic cuts as the basis for product, category, and CRM decisions.
Methodological rigour stepped up across the board — referenced continuously by product, category, and sales teams afterward.
The research function became a strategic partner rather than a service desk — embedded in product and category planning cycles.
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