Analysis of Limbic® Types in Finnish Company X Compared to Germany

Abstract

This thesis examines Finnish Company X’s new marketing tool, Limbic®, that could be used to divide its customer base into seven more defined groups. The necessity for this research came from the want to implement the same marketing tool to the domestic product sales of Company X, since the tool is being used by the company in Germany. The knowledge base of the thesis consists of a literature review on customer segmentation, neuromarketing and Limbic® itself. There are two research questions to be solved. The first is, what is Company X’s Limbic® spread? The second question is, how does it compare to the German one? The first question was answered through a survey questionnaire to Company X’s local offices. The second one was solved by comparing the survey’s data to the data from Germany. The results of the thesis suggests it could be an opportunity to see further into the Limbic® spreads around Finland and tailor marketing to fit the customer base in varying parts of Finland.