The Brief
HoneyBook is a clientflow management platform for small business owners. At a strategic inflection point, the company needed to move beyond limited segmentation and develop validated, actionable personas to guide cross-functional decision-making. Additionally, Part and Sum supported an initiative to launch a new product to help empower small businesses with AI enabled solutions.
Intel Gathered
Deep dive category and competitive research
Interviews and Happy Hours with Small Business Owners across the country
Quantitative research with national panel of small business owners
What Part and Sum Unlocked
🔓 Surface-level demographics obscured meaningful behavioral differences. By identifying psychographic and mindset-driven segments, HoneyBook could build strategy around how small businesses actually operate.
Methods
Persona Prototyping
Developed early behavioral persona frameworks grounded in qualitative insight.
Quantitative Validation
Validated and refined personas through large-scale survey data.
Created Media Plan
Crafted a multi‑channel media strategy, and activated campaigns across six platforms, owning new channel innovation.
Learning + Tuning
Synthetic Audience Models
Built synthetic audience models (SAMs) based on persona data to allow cross-functional teams to be able to interact with the personas
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