Ciudadanos segmentation

3. Ciudadanos had a strategy
1. Grow from their position in Cataluña.
2. Increase step by step.
3. Cover the whole center spectrum.
4. Take advantage from the weaknesses from
PSOE and PP.

4. The surveys made them believe

5. However, the reality was way different

6. Why?
1. Segmentation problem.
2. Extremely high expectations.
3. Ambiguety on their program.
4. They did a bad campaign.

7. BEFORE THE
CAMPAIGN
AFTER THE
CAMPAIGN
OUR DIAGNOSTIC

8. OUR DIAGNOSTIC

9. OUR DIAGNOSTIC
PROPER POSITIONING
DURING THE CAMPAIGN