To improve our insights of our b2b segment we asked Raphaels to help us finding emotional needs that play a role specifically for the SOHO target audience. We already have many insights into what drives this target group and what role our products play, but we wanted to build a stronger emotional connection by understanding their emotional needs and wants.


We visited many SOHO customers together with Raphaels to see and feel what an entrepreneur has to cope with on day to day bases and what role communication played for their business. This lead to refreshing insights and broadened our perspective on how we can add value.


Based on this research we developed a new strategy for the SOHO segment that lead to a focussed portfolio that tapped right into the emotional needs of this specific segment.

Joost Hulshof - Segment Marketeer, Vodafone