Audience Glossary

Name
Definition
Use Case
 
 
Buyers of Product Group X
Any HHs that purchased the target product group
Verified and ProScores
 
 
Buyers of Product Group X AND Product Group Y
Any HHs that purchased both product groups (or members of those product groups).
Verified and ProScores
 
 
Buyers of Product Group X AND NOT Product Group Y
HHs that purchased one product group BUT NOT another product group.
Verified and ProScores
 
 
Light Buyers
Bottom 30% of buyers of a product group (deciles 8-10).
Verified and ProScores
 
 
Medium Buyers
Buyers who purchase volume is in the middle 40% (deciles 4-7).
Verified and ProScores
 
 
Heavy Buyers
Top 30% of buyers of a product group (deciles 1-3).
Verified and ProScores
 
 
Switchers
Buyers of product group X and product group Y, where product group X is the target product and product group Y is either the listed competitors or the rest of the category minus the target product.
Verified and ProScores
 
 
Lapsed Buyers – Short Term
Buyers of target product in the last 52 weeks that have not purchased in the last few weeks.
Verified Only
 
 
Lapsed Buyers – Medium Term
Buyers of target product in the last 52 weeks that have not purchased in the last few months.
Verified Only
 
 
Lapsed Buyers – Long Term
Buyers of target product in the last 52 weeks that have not purchased in the last couple quarters.
Verified Only
 
 
Heavy Decreasers
Buyers of the target product that have decreased their spend on the product significantly over the last couple quarters.
Verified Only
 
 
Light Decreasers
Buyers of the target product that have decreased their spend on the product over the last couple quarters (this will result in a higher audience count than Heavy Decreasers).
Verified Only
 
 
Heavy Increasers
Buyers of the target product that have increased their spend on the product significantly over the last couple quarters.
Verified Only
 
 
Light Increasers
Buyers of the target product that have increased their spend on the product over the last couple quarters (this will result in a higher audience count than Heavy Increasers).
Verified Only
 
 
Purchase Cycle – Early
Buyers of the target product who are currently in the first half of the product's average purchase cycle (purchased recently)
Verified Only
 
 
Purchase Cycle – Late
Buyers of the target product who are currently in the second half of the product's average purchase cycle (should purchase soon)
Verified Only
 
 
Purchase Cycle – Off
Buyers of the target product who have not made a purchase within the product's average purchase cycle (should have purchased, should purchase soon)
Verified Only
 
 
Price Sensitivity - Sales Seekers
Households who have below average spend and frequency, but who engage heavily with sale items across the store
Verified Only
 
 
Price Sensitivity - Private Label Buyers
Households who have above average engagement with Private Label items across the store
Verified Only
 
 
Price Sensitivity - Mainstream Buyers
Households who have average or above average spend and frequency, generally purchase name brands, and have below average engagement with sales, Private Label, and discounted items
Verified Only
 
 
Price Sensitivity - Full Store Discounters
Households who have above average engagement with discounted items across the store
Verified Only
 
 
 
 
 
 
 
 
 
 

How can we help you supercharge growth and profitability?

FACTS ABOUT US

95% of CPG, retail, and health and beauty companies in the Fortune 100 work with us.

 

Answer the question below:
= five - four