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Developing Personas for the Flower Council

As part of an international consumer segmentation study carried out for Flower Council, RoyalFlora Holland, and VGB, Glocalities developed personas based on the custom segmentation model developed for them. The segmentation model was developed to gain practical insights into consumer behavior with respect to flowers and plants for Bloemenbureau (Flower Council), a consortium of market leaders in Europe. 

  • To create more effective campaigns and promotional activities
  • To facilitate the implementation of research results and increase impact within the organization

Figure 1: Custom segmentation model on which personas were based (*numbers markets were hidden to protect the confidentiality of the client)

  • Persona development workshop
  • Translation of consumer segments into Personas 


Roel Schoemaker

Principal Strategy Consultant

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