Unifying the audience growth strategy with the 'Specsavers Nine Stages'

Robust data collection and advanced analytics defined and validated nice audience segments for Specsavers. With the framework in place, we designed a bespoke ethnography and activation journey to transform the segment data into real people and deliver a story that was memorable and actionable across the business.

We collaborated to develop a range of distinct deliverables to immerse stakeholders in the world of each segment audience, including detailed deep-dive reports, 1-page pen portraits, 'segment story' films and a virtual launch webinar to engage 150 stakeholders across the business. 

The launch webinar proved to be a pivotal moment that shifted storytelling from an everyday moment into real business momentum, thanks to podcast style presentation and interactive elements such as the 'through the keyhole' competition. The Specsavers insight team boosted internal engagement with regular business updates and a clear and commited roll-out plan.

The segmentation helped to bring the customer to the forefront of thinking from the strategy and planning, through briefing and activation to measurement and evaluation. Having a common way to look at the market and customer base has enabled the business to be more joined up, consistent and focused, and has directly influenced and fed into the Marketing Strategy for 2026/27 and beyond.

The project was recognised as the winner of AURA's Storytelling Award 2026 for creating impact that resonated across the business.