We go beyond demographics to lifestyle attitudes and need states.
The output is 3–7 segment profiles with rich and layered detail that truly distinguishes one segment from another in a manner that informs creative content and strategy.
Benefit of segmentation data – nuanced details that inspire or inform creative content settings, creative content strategy, omnichannel engagement strategy, new product offerings and promotion tactics.
Your product is in a shrinking category. You need to broaden how the usage occasion is defined and understand those consumers to attract growth (e.g., morning caffeine vs morning coffee).
Significant changes have occurred in the needs and attitudes of your core consumers and you need to understand how they see the world.
Your team wants clarity on which products in the portfolio best meet consumer needs in the category, or whether there is a gap in the portfolio for meeting needs.
half the time as typical studies
per study for one category
consumer sample size
age, household income, gender, households w/kids, etc.
quantities consumed, dayparts used, as individual or group, frequency, etc.
where purchased, when purchased, purchase frequency, purchase trigger, amount purchased (when relevant), etc.
‘Go To’ brands purchased, alternate brands considered or purchased, brand associations, key benefits, etc.
primary function, table stake features, innovative or convenient features in category, unmet needs that no product or brand addresses.
consumer attitudes and beliefs, lifestyle behaviors.
