How do you find patterns across 7000 people in 7 countries?
Fragmented research → one global consumer framework
The problem
Novo Nordisk's obesity care business was growing rapidly but had a fundamental problem: no unified understanding of who they were serving. Research was scattered across markets, built on different methodologies that made cross-market comparison impossible. Regional teams were operating on local assumptions. Without a consistent consumer view, the global brand strategy would be built on bias rather than truth.
What I did
Designed and executed a global consumer segmentation from scratch. Facilitated cross-market stakeholder alignment to separate universal constructs from genuine local variation. Led cluster analysis that identified 4 universal segments across all markets. Built an interactive dashboard giving global and regional teams a common consumer language for the first time.
Outcomes
What I learned
The hardest part was deciding which cultural differences were real and which were just methodological noise. That distinction is a judgement call, and it changes everything downstream.
Global frameworks don't work if they're just local frameworks made bigger. You have to design for portability from the start.
The psychological relationship with obesity was more predictive than the healthcare system or geography.
Got a similar problem?
Tell me what you're working on. I'll tell you if it's a fit.
Prefer email? workwithakshatkharbanda@gmail.com →