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Case Study
Segmenting the market for diabetes care and identifying unmet needs

A health-focused platform selling diabetes related medical products and services approached NorthSide to drive growth for its platform brand. NorthSide recommended segmenting the market for diabetes care and focusing the solution on underserved areas by capitalising on the rising demand for personalised health management tools in the chronic disease space.

NorthSide Approach

  1. Conducted a comprehensive mapping of the 90+ steps typically followed by diabetic patients to manage their condition, identifying critical touchpoints and gaps in existing management solutions.
  2. Performed a detailed segmentation analysis to categorize underserved, over-served, and appropriately served outcomes among diabetes patients, utilizing insights from a large-scale quantitative survey and advanced data analysis techniques.
  3. Identified key barriers to effective diabetes management, including gaps in current market offerings, patient education, and access to personalized solutions.
  4. Assessed competitor solutions in the diabetes management space, evaluating their strengths, weaknesses, and opportunities for differentiation to ensure the proposed platform could meet untapped consumer needs.
  5. Developed a tailored digital solution framework, integrating user-centric features that would address the identified pain points and enhance engagement, adherence, and overall outcomes for diabetes patients.

Key Insight

A deep understanding of the multi-step process of diabetes management, combined with consumer segmentation, revealed significant gaps in existing solutions, highlighting the need for more personalized, tech-driven approaches.

Results

  1. Identified a large underserved cohort within the diabetic population, providing a focused target segment for the new solution.
  2. Mapped the importance and satisfaction of 90 diabetes management outcomes to pinpoint critical areas for product development and consumer engagement.
  3. Developed a product strategy and positioning based on key consumer pain points, ensuring alignment with market needs and differentiation in the competitive landscape.

More Case Studies
Market Segmentation

Identified more than 10 new consumption spaces for a market leader playing in the Food and Beverage category

NorthSide was approached to identify key consumption spaces and demand attributes for the identified consumption spaces to help build a strategic growth plan for a market leader playing in a competitive food and beverage category. NorthSide Approach Gathered and analyzed more than 1.5 million consumer purchase and demand data points using cloud-based software analytics. Segmented the data into more than 10 consumption spaces for the brand.  Identified specific product demand attributes that define the reason why consumers consume the product in a particular consumption space. Validated the findings through offline research covering more than 10 cities in India.  Using the findings, NorthSide was able to identify 10+ distinct consumption spaces that the brand could tap into to drive growth and innovation using its brand equity. Key Insight Consumers use products and their variants for various needs such as enhancing their health, enhancing taste, and cultural reasons that meet their functional and emotional needs. Results NorthSide’s analysis enabled the client to pinpoint over 10 specific consumption spaces. NorthSide’s recommendations helped inform the client’s strategic roadmap, ensuring that product offerings align with evolving consumer demands and position the brand for growth in a competitive market.

Market Segmentation

Segmented the market for staples in India for a large industry player

NorthSide was approached to segment the market for a large staple by identifying domestic consumption patterns and demand for the export of the staple. NorthSide Approach Gathered data on food, grain, and staple consumption trends across regions and states to understand variations in per capita consumption by population strata and region. Analysed production statistics to assess trends and potential supply constraints and surplus in the domestic market by variety of grain. Analysed the impact of supply and demand on India's inflation over the last 12 years. Studied countries that are reliant on Indian food grain export over the long term and determined India's competitiveness in World Trade on the staple. Developed a framework and segmented the staple market to balance the need for domestic consumption and export without impacting domestic inflation. Key Insight Carefully balancing domestic food security with global export commitments is crucial for India’s long-term economic stability. Results Using the insights gained, NorthSide recommended a framework that helped India gain market share in the international market and gain international goodwill without adversely impacting domestic inflation. Helped build goodwill with internal industry stakeholders.

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