Segmentation Materials

Segmentation Training
Confidential & Proprietary • Copyright © 2008 The Nielsen Company

In this Session:
Segmentation Approach
Integration
S&T University – Confidential & Proprietary

October 8, 2010 Page 2
Segmentation Copyright © 2008 The Nielsen Company
In this Session:
What is Segmentation?
Available Methodologies
Who Uses Segmentation?
Segmentation
October 8, 2010 Page 3 Confidential & Proprietary
Methodology Copyright © 2008 The Nielsen Company
What is
Segmentation?
Segmentation Confidential & Proprietary

What is Segmentation & Targeting?
• Segmentation is the division of a larger population into
smaller groups which have particular similarities.
Group
B
Group
A
Targeting
Tactics
Group
C
• Targeting is about choosing a consumer segment to

direct marketing efforts towards.
October 8, 2010 Confidential & Proprietary

Copyright © 2008 The Nielsen Company
Segmentation Overview
Segmentations are about sorting respondents into groups
based on commonalities such as:
• Purchase Behavior
• Attitudes, Usages, & Need States (e.g. surveys)
• Demography
• Combinations thereof, etc.
By segmenting, clients can make better use of their

marketing dollars, as these subgroups will respond
differently to changes in the marketing elements.

Segmentation & Targeting Process
• Understand
–Conduct analysis to understand consumers:
–Who is buying what and why?
• Identify
–With segments set, identify which segments to target.
• Act
–With targets chosen, locate the target on the ground
and in the media to reach them.
• Track
–With the plan in action, monitor sales and share
performance across key consumer groups.

Consumer segmentations are undertaken to address a
variety of client issues:
How are people What factors

shopping the are important
category? to buyers
when buying
my brand?
Why do
people buy How can I
the category What new best target
and my products my
brands? should I be consumers?
launching?

Within our Practice Area, we focus on
4 Types of Segmentation:
Behavioural
Share Gain
Attitudinal Preference
w/ Survey
Product
w/ Market
Trip Structure

Product Segmentation
• Segmentation is about sorting consumers into groups based on some
commonality in order to best target core consumers. This is done
based on our Consumer panelist respondents.
Product segmentation is the process

of grouping products based on similar
characteristics or product purchase
patterns (e.g., format, brand,
packaging, usage, occasion, price,
size, flavor, etc.).

Four Types of Segmentation:
Behavioural
Share Gain
w/ Survey
Product
w/ Market
Trip Structure

Attitudinal Consumer Segmentation
commonality in order to best target core consumers.
Attitudinally: A custom attitudinal

segmentation uses responses to
Homescan Panel surveys to create
consumer clusters with similar attitudes.
For example if Household X and
Household Y both feel that instant hot
chocolate reminds him/her of childhood
memories, they would likely be clustered
together.

What type of Attitudinal Segmentation
should I run?
Attitudinal
Segmentation
Segmentation
Custom
Scoring &
Segmentation
Activation
Client
Syndicated
Proprietary
Segmentation
Segmentation
S&T University – October 8, 2010 Pae 13 Confidential & Proprietary

Segmentation
Four Types of Segmentation
Behavioural
Share Gain
w/ Survey
Product
w/ Market
Trip Structure

Behavioral Consumer Segmentation
commonality in order to best target core consumers. This is done
based on our Consumer panelist respondents.
Behaviorally: A behavioral
segmentation groups consumers
together who purchase similarly. For
example, if Household A and
Household B both purchase kids
yogurt, they would likely be in the
same consumer segment. ShareGain
and Preference Segmentation are two
types of behavioral segmentations.

Preference Segmentation focuses on the
purchase behavior of each household
Overlay
demographics
and/or attitudes
Behaviour
Preference
Segmentation

Topic of Presentation Copyright © 2008 The Nielsen Company
ShareGain infuses demographics into the
creation of the segments
Overlay attitudes
Demographics Behaviour ShareGain

In ShareGain, we first create demographic
stabilization for more effective targeting
Households Spectra
55,000 post-static 117 BehaviorStages
25 Lifestyles
Household Demographics
Aggregates Race, Origin, Region
10,000 approximate

Demographic stabilization creates the
household aggregates
HH
Households Spectra Demographics
Aggregates
HH1
HH2 Age - 35-39
Race – White
HH3 Kids - <6 Years Old
Origin – Non-Hispanic HH_AGG1
HH4 HH Size – 2 Members
ACN Region - East
Moderate Country
Living
Age - 45-49
Race – White
HH54,997 Kids – 12+ Years Old
Origin – Hispanic HH_AGG10000
HH54,998 HH Size – 4+ Members
ACN Region - West
HH54,999 Cosmopolitan Suburbs
HH55,000

How do we decide which approach to use?
Each solution provides different benefits:
Preference Segmentation ShareGain Segmentation

• Segments are derived from • Segments are derived from
clustering households. clustering groups of households,
– This method results in Strong created based on Spectra
Product Attribute Skews, LifeStyles & BehaviorStages
however demographic profiling and key demographics.
may be limited.
– Demography not infused so – This method results in
these segments tend to be more Stronger Demographic
exploratory. Skews, in addition to the
Product Attribute Skews.
– ShareGain also provides
enhanced targeting capabilities
through the use of Spectra.
– Ability to target the
demographic profile, not the
household.

Understanding Consumer Segmentation
Segmentation Methodologies
Behavioural/ Attitudinal
Purchasing
> Behavioural > Attitudinal

> Groups households
> Groups households together
together based on attitudes
based on attributes
> Full profiling against > Full profiling against
demographics, purchasing, demographics, purchasing,
lifestyle and attitudes lifestyle and attitudes

Four Types of Segmentation
Behavioural
Share Gain
w/ Survey
Product
w/ Market
Trip Structure

Trip Based Segmentation
• Segmentation can also be about sorting shopping trips into groups
based on commonalities in the basket. This is also done using our
Consumer panelist respondents:
Shopper Missions is a unique

approach to consumer segmentation
and targeting based on the types of
trips shoppers make and the need
state driving those missions.
Leveraging insights as to how
consumers are shopping, retailers and
manufacturers alike will be
empowered to identify and action
opportunities to drive traffic and grow
basket size.

Trip Segmentation is accomplished two ways:
Trip Type Trip Mission
Focus on basket size Focus on basket contents

Trip Types
Provide an understanding of how important
basket size is for the many trips shoppers make.
In & Out Trips Express Trips
1-5 items 4-16 items
52.8% of Trips 30.8% of Trips
26.2% of $s 31.3% of $s
Fill-In Trips Stock Up Trips

10-32 items 18+ items
10.8% of Trips 5.7% of Trips
21.5% of $s 20.9% of $s

Shopper Missions
Here, we provide insights into Avg Items: 7
Dairy Demand Avg Basket: $23
the need state and drivers % Trips: 12%
% Dollars: 11%
behind 7 unique shopping High Incidence Items:
“missions”:
Eggs, Milk, Butter & Margarine, Cream,
Cheese, Yogurt
Avg Items: 10 Avg Items: 6

Fresh Fixation Avg Basket: $29 Immediate Need Avg Basket: $17
% Trips: 14% % Trips: 8%
% Dollars: 15% % Dollars: 5%
High Incidence Items: High Incidence Items:
Produce: Apples, Bananas, Oranges, Bread, Deli, Condiments, Frozen Entrees,
Potatoes, Lettuce, Onions, Tomatoes Crackers, Baking Needs, Breakfast Foods
Avg Items: 7 Avg Items: 33

Constant Cravings Avg Basket: $24 Explore The Store Avg Basket: $98
Ice Cream, Carbonated Beverages, Snack Seasonings, Laundry Det, Prpd Foods,
Foods, Tobacco, Candy, Chocolate Pasta & Sauce, NPF, Crackers, Meat
Avg Items: 6
Mostly Meat Avg Items: 9
Avg Basket: $27 GM/HABA Calling Avg Basket: $26
Meat & Seafood Body Care, Gen Merch, OTC, Hair Care, Hhld
Products/Cleaning, Paper Products, Pet

The best approach of all comes from looking
at your customers from a variety of perspectives
Values & Category

Lifestyles Purchasing
Behavior
Demographics
Attitudes
Shopping
Behaviour Geography
•The best segmentation on specific markets will therefore come from a mix
of attitudinal and purchasing behaviour.

Methodology –
How do we
create a custom
segmentation?

What are the steps?
Step 4.
Interpretation
Step 3.
 Who are the core
Post Profiling
consumer segments and
Step 2. how do we target them?
Clustering Analysis
 Extensive
demographic,  Opportunity to load
Step 1.  Reveal the key factors, behavioural and/or segments into Spectra
Collect Input Data in terms of combinations attitudinal profiling of and/or CASE for
of attributes, that the clusters to targeting and ongoing
influence purchasing characterise them. measurement
 Using Homescan data
to examine purchases choices and find natural
across trips or product groupings of households
attributes. based on these factors.
OR OR
 Use Homescan survey  Identify and segment
to ask a variety of shoppers according to
questions on the topic similarities in their
/ category attitudes.

Collect Input Data
Step 1.
Collect Input Data

to examine purchases
across trips or product
attributes.
OR
 Use Homescan survey
to ask a variety of
questions on the topic
/ category

October 8, 2010
What should we segment on?
Who Bought ?
(Demographics) Where bought ?
What else
Where Found ? in repertoire ?
(Geodemographics)
Price Paid ?
How Often ?
How Much ?
There are several options available for creating

a segmentation ……

Our objective is to capture as many of the elements
as we can while also creating actionable segments.
Demographics
Purchasing Behaviour
Need States
Attitudes & Motivations
Value Systems
The basis of every segmentation is the data matrix.

This dictates how the segments are created.

Data Matrix – Preference Segmentation
– Select Important Category Attributes
– Based on Market Structure
– Based on other research
– Clustering Analysis
– Scores households‟ purchasing against key attributes.
Items A through F represent products (ie, attribute combinations)
A B C D E F
PANELIST_1 105 87 0 0 21 0
PANELIST_2 113 83 12 0 0 0
PANELIST_3 19 0 72 99 12 16
PANELIST_4 0 0 86 122 4 0
PANELIST_5 17 0 0 0 205 158
Segmentation & Targeting Confidential & Proprietary

Practice Area Overview Copyright © 2008 The Nielsen Company
Data Matrix – ShareGain Segmentation
– Scores household aggregates‟ purchasing against key attributes.
Items A through F represent products (ie, attribute combinations)
A B C D E F
HH_AGG_1 105 87 0 0 21 0
HH_AGG_2 113 83 12 0 0 0
HH_AGG_3 19 0 72 99 12 16
HH_AGG_4 0 0 86 122 4 0
HH_AGG_5 17 0 0 0 205 158

Data Matrix – Attitudinal Segmentation
– Scores households scoring against key attitudes.
Items Q1 through Q6 represent survey questions
Q1 Q2 Q3 Q4 Q5 Q6
PANELIST_1 5 4 0 0 2 0
PANELIST_2 5 4 1 0 0 0
PANELIST_3 1 0 4 5 1 1
PANELIST_4 0 0 4 5 4 0
PANELIST_5 1 0 0 0 5 5

Clustering Analysis
Step 2.
Clustering Analysis
Step 1.  Reveal the key factors,

Collect Input Data in terms of combinations
of attributes, that
 Using Homescan data influence purchasing
OR OR

Clustering Analysis
• Correspondence map summarizes both attribute combinations and
households into a handful of key dimensions.
• Placement of products in the map is based on the households who are
purchasing across these items.
Mocked Example for Salsa –

Private Label Hot
Brand & Heat Type Attribute Combination Taco Bell Hot
Private Label Mild
Taco Bell Med

Tostitos Med
Pace Med
Tostitos Mild
Pace Hot
Herdez Med
La Sala Hot
Herdez Hot
La Victoria Med
Emeril‟s Med
La Salsa Mild
La Victoria Mild Paul Newman Med

Clustering Analysis
• Therefore, we can also map households instead of the product items.

PANELIST10
15 Panelists
PANELIST6
PANELIST15
PANELIST7 PANELIST3
PANELIST12PANELIST11
PANELIST1
PANELIST4
PANELIST2
PANELIST8PANELIST13
PANELIST14
PANELIST9
PANELIST5

Clustering Analysis
• In this example, we start to see 4 key segments emerge…

PANELIST10
15 Panelists
PANELIST6
PANELIST15
PANELIST7 PANELIST3
PANELIST1
PANELIST4
PANELIST2
PANELIST8PANELIST13
PANELIST14
PANELIST9
PANELIST5

Post Profiling
Step 3.
Post Profiling
Step 2.
Clustering Analysis
 Extensive
demographic,
Step 1.  Reveal the key factors, behavioural and/or
Collect Input Data in terms of combinations attitudinal profiling of
of attributes, that the clusters to
 Using Homescan data influence purchasing characterise them.
OR OR

Profiling Segments
• Once we have our segments, we can profile their purchase behavior &
demographics so that we get a better understanding of who they are and
what they buy.
Mainstream-ists PANELIST10
(Pace & Taco Bell &
Tostitos) PANELIST6
PL Loyals
PANELIST15
PANELIST7 PANELIST3
PANELIST1
Authentics
Herdez & La
PANELIST4
Victoria PANELIST2
PANELIST8PANELIST13
PANELIST14
PANELIST9
Premium Shoppers
PANELIST5 Paul Newman‟s &
Emeril‟s

5% HH
14% Category $
Segment Profile Example 268 Index
Key Price Tier/Brands:

Premium price tier
Purchases primarily Elle shampoo brand
Fresh Shine also maintains its fair share in
this segment
Shampoo Types:
Buys mostly Normal hair products
Also has a slightly over-index for children‟s
products
Who are these consumers?

– Higher Income Families
– Tend to have kids 6+ years of age
– Over-index for African Americans
– Living in both urban and suburban areas
– Concentrated in the Southern US
Deal/Outlet Purchasing:
Heavy promotional activity w/ coupons
Purchase predominantly in Safeway
Note: Data may not reflect an accurate assessment of the market
Segmentation & Targeting October 8, 2010 Page 48 Confidential & Proprietary

Practice Area Overview
As a check, consumer segments should be:
1. Identifiable – Marketing Managers can recognize distinct groups
using segmentation measures.
2. Substantial – Segments are large enough to target profitably.
3. Accessible – Members of the segment can be reached with

marketing efforts.
4. Stable – Segment composition should be stable over time.
5. Responsive – Segments uniquely respond to the Marketing Mix.
6. Actionable – Segments should provide direction.

Interpretation
Step 4.
Interpretation
Step 3.
 Who are the core
Post Profiling
consumer segments and
Step 2. how do we target them?
Clustering Analysis
 Extensive
demographic,  Opportunity to load
Step 1.  Reveal the key factors, behavioural and/or segments into Spectra
Collect Input Data in terms of combinations attitudinal profiling of and/or CASE for
of attributes, that the clusters to targeting and ongoing
influence purchasing characterise them. measurement
OR OR

Which is a better target?
• Consumers whose purchase history • Consumers whose purchase history

is attractive to my brand is attractive to my brand
• And who align with my brand‟s

demography
• And who align with my brand‟s A&U
• And who are “locatable”

Combining MS, Survey, and Segmentation
You have learned about Market Structure, Survey, and

Segmentation…..so how can they be used together for
exceptional insight?

Market Structure + Preference Segmentation
Market Structure
Who is buying what and why?

Preference Segmentation
• Markets consist of consumers
purchasing products.
• Market Structure (MS)
identifies the product
attributes that are most
important to consumers.
• Preference Segmentation (PS
or behavioral segmentation)
identifies groups of
consumers based on how
they purchase those products.

Survey + Segmentation
• Markets consist of consumers

purchasing products.
• Survey identifies the attitudes
& behaviors that consumers
feel towards a category or
product.
• Segmentation (attitudinal)
identifies groups of
consumers based on similar
attitudes and behaviors.

Why Combine?
• The analyses are often done together
because:
– They leverage the same data sets.
– Discounted pricing when purchased as a package.
– The combined learning from both analyses provide a
complete picture of “Who is buying what and why?”
• Although product areas complement each

other, there may be times to do only one.
– Client issues dictate whether Market Structure,
Segmentation, or both are needed.

Who Uses
Segmentation?

Why do Clients buy a Segmentation?
When we identify
retailers can provide
Retail consumer segments
assortment variety to
based on product ensure coverage for key
Management preferences or consumer segments
attitudes
When we identify we gain insight into how to

consumer segments best target and
Consumer
based on product communicate to key
Marketing preferences or consumer groups within
attitudes the category
When we identify we can better assess new

Innovation consumer segments product opportunities by
based on product identifying and sizing
preferences or consumer segments within
attitudes a given category

Integration
Selling & Setting Up A Confidential & Proprietary

Segmentation Study Copyright © 2008 The Nielsen Company
Think about the possibilities!
•The last topic we want to cover is „Integration‟.
• After learning about Homescan Surveys,

Market Structure & Segmentation, think
about how these services could be
integrated with each other to provide
even greater depth for our clients.
• Are there opportunities to integrate

outside of Segmentation & Targeting?

Homescan
Surveys + Market
Structure
Surveys + Market Structure October 8, 2010 Page 62 Confidential & Proprietary

In this Session:
Comparing Attitudes &

Behaviours
Integrating Attitudes into Market

Structure
Surveys + Market Structure October 8, 2010 Page 63 Confidential & Proprietary

Comparing
Attitudes &
Behaviours
Comparing Attitudes & Confidential & Proprietary

Behaviours Copyright © 2008 The Nielsen Company
Consumers don‟t always do what they say
RITUAL RULE
Attributes that fall here require These attributes are the elements
investment both pre-store and in-By comparing hardest to change at POP –
store to establish habits. attribute rankings usually require a change in
based on actual needs.
Purchasing
purchases (Market
Structure) against
Actual
attribute rankings
based on panelists‟
responses
(Homescan
Surveys), we can
gain insights into
what really drives
consumer
Innovation and technology purchasing. Point of Sale is crucial for these
changes are required for these attributes. How do we maximise
attributes to impact shoppers. our use of Price and
Promotions?
RECESSIVE Claimed REPERTOIRE
Purchasing

Remember the Nature Valley Case Study? Let‟s look at a
comparison of what consumers say & what they actually
do.
RITUAL RULE
Branded vs.
Private Label
Consumer is the Category
Private Label is a Habit Rule
Reinforce if works for Consumer Can only be broken if
Purchasing
us, break if works changing the category

Actual
against us
Segment Make sure to be in the Flavour

Segment, Pack
Pack Size
Offer a Repertoire
repertoire of
Size, and Brand flavours to meet the
are not as Brand needs of snack bar Flavour
important to consumers.
consumers

Purchasing

We also see that consumers don‟t always do what
they say when we look at the Spreads case.
Purchasing Claimed
(What they actually do) (What they say they do)
Cholesterol
27 Segment 23
Lowering
Olive Oil 25 Light 14
Segment 16 Cholesterol
12
Lowering
Brand 12 Deal 12
Pack Size 5 Salt Reduced 11

Cooking/Canola 5 Brand 10
Salt Reduced 5 Pack Size 8
Light 5 Olive Oil 6
Deal 0 Cooking/Canola 4

Light & SR are „hygiene factors‟ for brands to compete.
Olive Oil positioning not as clear as Chol. Lowering
RITUAL RULE
Olive Oil less „front of mind‟ Cholesterol

than Lowering
Purchasing
Brand loyalty is driven by habit

Actual
& the functional claims it Butter vs Margarine

offers is primary needs
driver
Cooking/Canola & pack size

are currently superfluous
Light / Salt Reduced
attributes
are perceived as more
important than the
brand

Purchasing
Integrating
Attitudes Into
Market
Structure
Integrating Attitudes Into Confidential & Proprietary

Market Structure Copyright © 2008 The Nielsen Company
Using in-depth interviews, surveys, and MS…
… provides a comprehensive consumer-based understanding of
the market landscape that truly defines consumer behavior
Consumer Market
DeltaQual
Survey Structure
Mini-FGDs with Quantitative survey Market structure

category users with category users, based on
including: association of
- build initial Attitudinal
•Need States characteristics
framework of
consumer choice •Drivers & barriers derived from the
mechanisms, survey as well
•Brand image as the more
need states,
attitudes and •Decision Rules physical
triggers/ barriers product
model •Shopping Modality attributes such
as Brand, Size,
To define the brands Flavor, etc.
associated with need
states and their
underlying
rules/attributes

CR analysis suggested that biscuits provide a
convenient and traditional role for consumers.
Convenient Source of Social / Emotional

Nutrition / Energy Support
In home
On-the-go
Cupboard Stock
“You need them for

“At least biscuits when someone
have some food comes round”
value”

Case Study
When we run the Market Structure, we find that

Health & Portability drive purchase behaviour.
• The more qualitative attributes of Health & Portionability were the top levels of
the MS, above the more physical attributes of Product Type, Brand and Flavor.
• Including both provides a more complete picture of how consumers shop the
category.
Custom Inputs
Biscuit Category
from CR Module 100%
Traditional Healthier
74.5% 25.5%
Non-Portionable Portionable Segment 1 Segment 2

46.1% 28.4% 22.2% 3.3%
Traditional
MS Inputs
Chocolate
Brand Brand Brand
Coverage

Linking
Segmentation &
Market Structure
What About Segmentation? October 8, 2010 Page 73 Confidential & Proprietary

Market Structure by segment
Total
Latte Mum Controller
Obsessed Market FootyRule
Kids Mum
• 14% total sales • 16% sales
• 24% tracked sales • 27% tracked sales
• Avg $112 per week • Avg $88 per week
• Late 30s to early forties • Health conscious • Shopping is a chore

• Early forties
• Has young children • Product quality over value • Value is important
• Has young children
• High income • Premium brands • Supermarket is a one -stop shop
•Social, love entertaining • High Coles loyalty •Second shop likely to be Aldi
Latte Mums (NAT) Total Market (NAT) Footy Mums (NAT)

Product form Product form Multi packs
Segment Multi packs Product form
Multi packs Pack form Pack form
Pack form Segment Segment
Brand Brand Brand
Health Flavour Flavour
Flavour Deal Pack size
Pack size Health Deal
Deal Pack size Health
Segmentation Scoring October 8, 2010 Page 74 Confidential & Proprietary

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Thank You

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Segmentation Training

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S&T University – Confidential & Proprietary

Who Uses Segmentation?

Segmentation Confidential & Proprietary

• Targeting is about choosing a consumer segment to

October 8, 2010 Confidential & Proprietary

By segmenting, clients can make better use of their

October 8, 2010 Confidential & Proprietary

October 8, 2010 Confidential & Proprietary

How are people What factors

October 8, 2010 Confidential & Proprietary

October 8, 2010 Confidential & Proprietary

Product segmentation is the process

October 8, 2010 Confidential & Proprietary

October 8, 2010 Confidential & Proprietary

Attitudinally: A custom attitudinal

October 8, 2010 Confidential & Proprietary

S&T University – October 8, 2010 Pae 13 Confidential & Proprietary

October 8, 2010 Confidential & Proprietary

October 8, 2010 Confidential & Proprietary

October 8, 2010 Page 16 Confidential & Proprietary

Demographics Behaviour ShareGain

October 8, 2010 Page 17 Confidential & Proprietary

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October 8, 2010 Page 19 Confidential & Proprietary

Preference Segmentation ShareGain Segmentation

October 8, 2010 Page 24 Confidential & Proprietary

> Behavioural > Attitudinal

October 8, 2010 Confidential & Proprietary

October 8, 2010 Confidential & Proprietary

Shopper Missions is a unique

October 8, 2010 Confidential & Proprietary

Trip Type Trip Mission

Focus on basket size Focus on basket contents

October 8, 2010 Confidential & Proprietary

Fill-In Trips Stock Up Trips

October 8, 2010 Confidential & Proprietary

Avg Items: 10 Avg Items: 6

Avg Items: 7 Avg Items: 33

October 8, 2010 Confidential & Proprietary

Values & Category

October 8, 2010 Confidential & Proprietary

Segmentation Confidential & Proprietary

Segmentation Confidential & Proprietary

 Using Homescan data

Segmentation Confidential & Proprietary

There are several options available for creating

October 8, 2010 Confidential & Proprietary

The basis of every segmentation is the data matrix.

October 8, 2010 Confidential & Proprietary

Items A through F represent products (ie, attribute combinations)

Segmentation & Targeting Confidential & Proprietary

Items A through F represent products (ie, attribute combinations)

Segmentation & Targeting Confidential & Proprietary

Items Q1 through Q6 represent survey questions

Segmentation & Targeting Confidential & Proprietary

Step 1.  Reveal the key factors,

Segmentation Confidential & Proprietary

Mocked Example for Salsa –

Taco Bell Med

La Victoria Mild Paul Newman Med

Segmentation & Targeting Confidential & Proprietary

Mocked Example for Salsa –