CONSUMER AND SHOPPER — SEGMENTATION

Bridge the gap between information and influence

People are complicated. And messy. And gloriously predictable with the right focus. Our segmentations focus on the intersections between who people are + what they need; how they shop + what they buy; when they use + what and why they choose. The IRI portfolio acts as a force multiplier for our insights.
Consumer-Based Segmentation

Consumer-Based Segmentation

Attitude-based segmentations identify the consumer attitudes, motivations, needs and usage behaviors that differentiate and drive distinctly meaningful and targetable consumer groups. Attitudinal segments are validated using purchase data to ensure alignment.

Behaviorally based segmentations use IRI's Consumer Network panel to identify specific purchase activities that distinctly classify shoppers. IRI behavioral segmentations can be further supported with our rich and comprehensive attitudinal profiling where needed.

Occasion-Based Segmentation

Occasion-Based Segmentation

Needs-based segmentations examine the specific experiences consumers have and explore the underlying drivers, along with the who, what, where, when, why and how associated with product decision-making for the occasion.

Trip-based segmentations pull apart the shopper journey, whether that's from the perspective of the motivations for and characteristics of the trip itself, or from the desire to identify and size the shopper paths taken, understand the touchpoints along each path, and determine the size and traits of shoppers along each path.

Refresh or Start Fresh

Refresh or Start Fresh

Whether retyping consumers into your existing segmentation solution to reflect an individual's changing motivations or developing a new segmentation to reflect changing category drivers, segmentation is the key to understanding and targeting your most valuable buyers, prospects and occasions.

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How We're Different

BEHAVIORS ALIGNED WITH ATTITUDES

PROJECTABLE RESULTS BY SEGMENT

SEGMENT-BASED MEDIA AUDIENCE CREATION

LONGITUDINAL TRACKING

Seamless integration from segmentation to strategy development to activation ensures that IRI delivers maximum value to your business.

Only IRI provides access to SKU-level behaviors, taking the extra step of calibrating the appended purchase information to ensure it is projectable by segment and trackable over time. Our work helps you inform messaging, drive product innovation and retail strategies, and fuel precision media targeting and optimization.

Results

IRI

ETHNIC SEGMENTATION

A leading global snacks manufacturer wanted to measure the impact of advertising spend on Spanish-language television to ensure that it added value, both from a consumption and brand perspective, before making a larger investment.

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IRI

GROWTH FROM CLEAN LABELING

A food manufacturer needed help repackaging, re-messaging and repositioning its brand after adopting clean label standards.

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Don't just explain, anticipate

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