Case Detail

Case Summary

TiVo Segmentation Analytics

Case Number: 5-414-753, Year Published: 2016

HBS Number: KEL932

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Key Concepts

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.

Learning Objectives

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.

Number of Pages: 9

Extended Case Information

Teaching Areas: Marketing

Teaching Note Available: Yes

Geographic: United States

Industry: Digital video recorder

Organization Name: TiVo

Year of Case: 1998