Nielsen United States - Solutions - Products & Services - Analytic Consulting

Fueled by different motivating factors, consumers demonstrate different shopping behaviors. ACNielsen Modeling & Analytics can identify distinct, mutually exclusive consumer groups. Households within each consumer group share similar purchase patterns relative to the key product attributes that drive consumer behavior. These consumer segments might be targeted for growth, defense strategies or even ignored due to low opportunity.

Using ACNielsen’s Homescan® panel, Preference Segmentation enables understanding of consumer targeting effectiveness, reach, and potential opportunities and risks.

Key Questions Addressed

Preference Segmentation can be used to address the following questions:

Which consumer groups provide opportunities for growth or are at risk and how do I reach them?
How can we group consumers by their purchase preferences and effectively position our brand with these groups?
Which consumer segments are important to my brand franchise and in what way?
What are the demographic characteristics, preferences and purchase habits of each distinct consumer segment?

Target Audience

Preference Segmentation benefits Brand and Category Managers as well as Sales and Retailers:

Used by Brand and Category Managers to better understand their consumers, including their shopping habits, in order to implement meaningful marketing plans.
Used by Brand Managers to evaluate strategic opportunities for their companies.

Key Benefits

Identify targeted consumer segments.
Evaluate the buying behavior of consumer segments.
Identify the most valuable consumers.
Learn which product attributes are most important to each segment.
Identify consumer segments which represent areas of strength and weakness.
Use consumer segments in future panel-based analytics.

Project Content

Preference Segmentation helps to identify the demographics and buying behavior of consumer segments most important to the brand franchise and how each impacts your marketing strategy.

The analysis identifies strategic and tactical options to reach new consumers or to better position your brands to increase consumer loyalty. Distribution and channel coverage opportunities may also be uncovered.

Delivery Options

Analyses are delivered in Microsoft Excel and PowerPoint and are accompanied by professional consultation and recommendations.

Modeling & Analytics provides actionable business recommendations founded on well-supported segmentation techniques, with a history of market acceptance. With Preference Segmentation, you are able to:

Re-position or change emphasis on existing items to increase sales among key target groups.
Refocus on consumer segments with higher opportunity.
Focus competitive strategy more effectively.
Uncover new product ideas to satisfy an unmet need for a key consumer segment.
Use segmentation as a "launching pad" for further analytics to refine marketing strategies.

Analytics Integration

Preference Segmentation studies are often accompanied by Market Structure analyses to create a complete picture of the attribute hierarchy and the driving factors behind consumer purchases. Also, utilizing ACNielsen’s Consumer Marketing Mix models, you can determine the most efficient marketing vehicles for different consumer segments. Targeting these consumers can be executed more effectively when coupled with Spectra Lifestyle and Lifestage profiles.

What VNU Data Types and Sources Can Be Integrated with this Offering?

Homescan