Blue collar workers sub-segmentation to understand value proposition for a major real estate tech player in India
Objective
- Client wanted to segment blue-collar workers into different archetypes and understand their living habits and housing spend
Methodology
- Conducted in-depth interviews (N = 150) with blue-collar workers to assess their monthly income and expense on rent and ancillary services, their expectations, and aspirations to segment them into different personas
- Conducted top-down market sizing approach using migrant population of blue-collar workers and their willingness to stay in co-living set-up
- Conducted secondary research via leading news publications, market reports, government databases, etc
Impact / Outcome
- Client was able to focus on blue-collar workers below a certain age as they are more likely to opt for co-living
- Client could understand that hygiene, rent & sanitation facilities are the 3 most important criteria for blue-collar workers to opt for co-living