Case Number: 5-414-753, Year Published: 2016
HBS Number: KEL932
Customer Data, Data Analytics, Innovation, Market Analysis, Market Research, Marketing, Segmentation
ThinkAlike, a fictitious marketing consulting firm, was asked by TiVo to segment the market for its new digital video recorder (DVR) product. Students are asked to analyze realistic data and generate segments that will be useful for TiVo’s marketing strategy.
After reading and analyzing the case, students will be able to conduct basic marketing analysis of realistic data, and to generate segmentation data and understand the science and art of the process.
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