Buyers of Product Group X
Any HHs that purchased the target product group
Buyers of Product Group X AND Product Group Y
Any HHs that purchased both product groups (or members of those product groups).
Buyers of Product Group X AND NOT Product Group Y
HHs that purchased one product group BUT NOT another product group.
Bottom 30% of buyers of a product group (deciles 8-10).
Buyers who purchase volume is in the middle 40% (deciles 4-7).
Top 30% of buyers of a product group (deciles 1-3).
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.
Lapsed Buyers – Short Term
Buyers of target product in the last 52 weeks that have not purchased in the last few weeks.
Lapsed Buyers – Medium Term
Buyers of target product in the last 52 weeks that have not purchased in the last few months.
Lapsed Buyers – Long Term
Buyers of target product in the last 52 weeks that have not purchased in the last couple quarters.
Buyers of the target product that have decreased their spend on the product significantly over the last couple quarters.
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).
Buyers of the target product that have increased their spend on the product significantly over the last couple quarters.
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).
Buyers of the target product who are currently in the first half of the product's average purchase cycle (purchased recently)
Buyers of the target product who are currently in the second half of the product's average purchase cycle (should purchase soon)
Buyers of the target product who have not made a purchase within the product's average purchase cycle (should have purchased, should purchase soon)
Price Sensitivity - Sales Seekers
Households who have below average spend and frequency, but who engage heavily with sale items across the store
Price Sensitivity - Private Label Buyers
Households who have above average engagement with Private Label items across the store
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
Price Sensitivity - Full Store Discounters
Households who have above average engagement with discounted items across the store