CONSUMER AND SHOPPER — 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

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

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.