Brand & Creative
Unlocking new needs in health and happiness
Project Types
Campaign development
The challenge

As a leader in online meditation and mindfulness, Headspace is on a mission to improve the health and happiness of the world. To make decisions around innovations and communications, it needed a more nuanced understanding of the challenges and aspirations that people face as they strive for their individual definitions of happiness.

Our approach

Canvas8 partnered with Headspace on a comprehensive, mixed-methodology research project designed to help the company unlock new audiences. This approach involved:

Cultural landscape mapping to understand people's attitudes towards health and happiness, including motivations and barriers to achieving their wellness goals.
Expert insight from global thought leaders in wellness, health, and happiness to develop a hypothetical consumer segmentation for investigation.
Identifying segments through a two-step quantitative survey to identify and quantify the key segments Headspace could target and to understand the relevant channels, influences, and messaging for effective communications.
One-to-one in-depths with consumers to uncover the nuances of each segment, including their personal motivations, barriers, and language around health and happiness.
Video ethnography documenting a day in the life of different consumers to create inspirational documentaries to bring the segments to life.

A Segmentation Blueprint offering a compilation of the research data and resulting segmentation mindset, attitude, and behavior profiles.

A Segmentation Playbook offering recommendations on how Headspace could turn the research insight from the Blueprint into strategic action.

Four ethnographic documentaries highlighting the goals, motivations, and barriers to achieving health and happiness for each segment.


We delivered an attitudinal segmentation that worked globally and could be applied locally with insights into the communications and messaging needed to connect to the differing personas. The key insight was that the current positioning, 'Meditation made simple', only resonated with people open to meditation – alienating people not seeking meditation as a solution. The broader and more widely accepted truth was that people wanted to take care of their mind. The new segmentation underpinned Headspace’s new brand position – moving from 'meditation made simple' and 'guided meditation for all' to 'being kind to your mind', with meditation as a solution. This broader, more resonant message was seen in Headspace’s first US TV spot, here. The segmentation enabled Headspace’s international growth strategy and product innovation.

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