Custom Segmentation

custom segmentation
  • Define consumers by classifying the target population into distinct subgroups based on product usage, attitudes, values, other lifestyle aspects.
  • Identify the most promising audiences, their motivations and drivers that suggest messages that will resonate and appeal
  • Combine behavioral, occasion and attitudinal dimensions
  • Develop custom segmentation through a combination of advanced statistical techniques including factor analysis, cluster analysis, and discriminant functions
  • Develop custom quantitative typing tools for use in future survey work

Custom Segmentation

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Added value- the Institute segment overlay at no additional cost e.g., Health & Wellness Consumer Segments

WELL BEINGS: 26%

  • Most health pro-active
  • Healthy eating a priority

MAGIC BULLETS: 20%

  • Lower commitment to healthy lifestyle
  • Quick, easy solutions

EAT, DRINK & BE MERRYS: 17%

  • Least health active
  • Little health motivation
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FOOD ACTIVES: 14%

  • Mainstream Healthy
  • Self-directed balance

FENCE SITTERS: 23%

  • 'Wannabe' healthy
  • Quick, easy solutions
research tools - lens