CASE STUDY

Background: Labelmaster sought deeper insight into its customer and prospect base to inform CRM, marketing and sales strategy as it prepared to launch its innovative DGeo service. The goal was to understand behavioral patterns and decision-making around dangerous goods shipping and purchasing, to grow the DGeo customer base.

Solution: Iris Flex designed a behavioral survey capturing respondent attitudes, roles, processes, and pain points across the buying journey. The framework allowed Labelmaster to segment its audience not only by demographics, but by operational mindset and openness to change.

Activation: The study surfaced three distinct buyer profiles, ranging from risk-averse and process-bound to innovation-embracing. One segment — aspirational, future-focused, and not previously prioritized — emerged as a powerful growth opportunity.

Impact: Labelmaster’s marketing team is recalibrating its audience priorities, aligning messaging and media against segment-specific motivators. They are also operationalizing the study by embedding qualifying questions into outreach workflows, enabling near real-time segment assignment for incoming prospects.