CASE STUDY
Mobility start up prioritizes audiences & devises a scalable growth strategy
Background: A mobility‑tech startup needed clarity on which U.S. drivers represented its highest‑value opportunity and how large its true addressable market was. The team sought evidence‑backed prioritization across driver behaviors, repair and maintenance habits, and openness to AI‑based vehicle solutions to guide product, marketing, and partnership decisions.
Solution: Iris Flex conducted a nationally representative study of U.S. drivers and a full segmentation analysis, identifying distinct audience groups. Following suit, the team ranked them in a three‑tier structure based on their proactivity around repairs and maintenance, openness to AI‑driven vehicle assistance and overall market potential.
Activation: The client team is leveraging the segmentation and narrative system to zero in on their highest‑value audiences, rebuild PR, media and partnership efforts around those segments, refresh their go‑to‑market plan with targeted messaging and channels and align the entire organization around a unified, behavior‑anchored story for OEM, partner, and consumer conversations.
Impact: The work has strengthened internal alignment, clarified where growth will come from and created a scalable foundation for deeper engagement with drivers, partners, and OEMs. The company is now positioned to reduce spend on low‑yield audiences and accelerate traction where adoption is most likely. Teams are operating with sharper focus to own an emerging category.