In order to stay connected to its core customers, Bath and Body Works conducted a segmentation study across four cities (10 interviews in each city), identifying ten segments to study. I oversaw the recruiting of for the project, hiring two assistants to help with the segmentation program screening process as well as scheduling the interviews in Atlanta, New York, Los Angeles and Chicago, making sure that participants fit into one of the segments and often times, two.

In addition to the scheduling the interviews, I coordinated all client participation as BBW aimed at getting as many employees to interviews as possible in order for them to have a first hand look at their core customers.

The project aimed at staying in touch with its core consumers and was indeed successful in touching base with these groups and keeping upper level executives in touch with what is going on with consumers.