psychographics and nutrition/produce
TRANSCRIPT
It’s All About that BASE: Meet Today’s Consumer
Unlocking Opportunities Through Psychographic Insights
July 28, 2015
Psychographic Segmentation
Segments and Segmentation
Why is it Important to Focus on Specific Shopper Types?
The Pareto Rule holds across industries…
0.5% of customers comprise 25% of rental sales
6% of UK soda drinkers account for 60% of cola sales
The top 15% of long distance callers comprise ~60% of long distance calls
10% of a bank’s retail customers equals about 90% of retail profits
Categories Shoppers Say Contribute to Overall Health & Wellness
Products & Services All Shoppers
(Extremely/Very Important)
Produce (fruits & vegetables) 79%
Prescription Medications 79%
Oral Care 78%
Pain/Fever 54%
Multivitamins 54%
Specific Vitamins 54%
The Selling Continuum: Value Beyond the Product
5
Need more skill and knowledge for difficult decisions
1 1
Showing up List Features
Benefits Conceptual
Consultative
Structural
Systemic
0
10
20
30
40
50
60
70
80
90
1 2 3 4 5 6 7 8
Sale
s O
utp
ut
Level of Skill and Knowledge Required
Key Customer Selling
Persuasive Selling Format
Solution Selling !requires !customer !mapping
c2b Research Summary
United States, online sample of 4,878 and 4,039 individuals
National representative sample by age (18+), sex, region, and race
Jan 2013 and Jan 2015
Health Insurance Provider -
Satisfaction, Desired Benefits
Health Care Attitudes, Nutrition, Exercise, Behaviors
Conditions Experience,
Current Medications,
OTC Attitudes
Health Care Reform
Attitudes
Sources of Health Care Information
& Media
Demographics Socioeconomics
Geography
51 Health Conditions including…
• Anxiety • Diabetes • Heart Disease • Depression • COPD • Obesity • Hypertension
Over 50 Million Data Points!
The c2b Psychographic Segments
Self Achievers (24%)
Balance Seekers (18%)
Priority Jugglers (18%)
Willful Endurers (27%)
Direction Takers (13%)
Self Achievers (24%)
Self Achievers are the most proactive when it comes to their wellness, investing what is necessary toward their health and appearance. Self Achievers may actually have health issues, but they stay on top of them with regular medical check-ups, health screenings, and research. Self Achievers are task oriented, and will tackle a challenge if they are given measurable goals.
Balance Seekers (18%)
Balance Seekers are generally proactive in their health and wellness-oriented. Balance Seekers are open to many ideas, sources of information, and treatment options when it comes to their healthcare. However, Balance Seekers themselves – not healthcare professionals -- define what success looks like in their health. Physicians and other healthcare professionals are useful resources, but not the only resources, for leading a healthy life.
Priority Jugglers (18%)
Priority Jugglers are very busy with many responsibilities. Because of all these responsibilities, Priority Jugglers may not take the time to invest in their own wellbeing and are reactive when it comes to health issues. However, Priority Jugglers are very proactive when it comes to their family’s health and will make sure their loved ones receive the care they need.
Direction Takers (13%) Direction Takers believe their physician is the most credible resource for their healthcare needs. Direction Takers look to their physician and other healthcare professionals for direction and guidance because of their expertise and credentials.
Direction Takers are more likely to go to the doctor at the first sign of health concerns.
However, Direction Takers may not always follow a physician’s advice – not because they disagree with his/her recommendations, but because it is often difficult to work these recommendations into their routine.
Willful Endurers (27%)
Willful Endurers live in the “here and now” and believe there are more important things to focus on than improving their health for the future. Willful Endurers are not necessarily unhealthy, but they do what they like, when they like, and do not change their habits. They are self-reliant and can withstand anything life throws at them, going to the doctor only when they absolutely must.
30%
61%
85%
24%
32%
55%
17%
37%
61%
48%
66%
89%
29%
32%
68%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
I'll spend whatever it takes to be healthy
I am already healthy, but I take steps to be even better
I actively take steps to prevent illness
Direction Takers
Self Achievers
Priority Jugglers
Willful Endurers
Balance Seekers
Self Achievers are the most proactive and wellness oriented
Proactive Health Attitudes and Behaviors (Strongly Agree/Agree)
6%
13%
17%
32%
36%
46%
18%
22%
34%
7%
10%
14%
18%
29%
34%
0% 10% 20% 30% 40% 50%
I have an unhealthy lifestyle, I just can't change my habits
I consider myself a "couch potato"
I know what I should be doingto be healthy, but I don't make my health a priority
Direction Takers
Self Achievers
Priority Jugglers
Willful Endurers
Balance Seekers
Willful Endurers are the least engaged, deprioritizing heath and wellness
Disengaged Health Attitudes and Behaviors (Strongly Agree/Agree)
Communica*on Preferences Vary by Segment
• Highly receptive to health information
• Most likely to interact with health insurance company online
Self Achievers
• Highly receptive to health information
• Most likely to visit health websites
Balance Seekers
• Lower levels of involvement and awareness v. other segments
• Doctor is desired source for information – higher desire to get information than currently gets from doctor
Direction Takers
• Generally not engaged in getting health care information for themself
• Family/peer influence strong
Priority Jugglers
• Generally least engaged for health related information – hardest to reach
• Peer influence strongest
Willful Endurers
Segment Distribution Differs by Target Audience
0%
5%
10%
15%
20%
25%
30%
35%
40%
Self Achiever Balance Seeker Direction Taker Priority Juggler Willful Endurer
GenPop 18-24 Hispanic
The Role of Produce Varies by Psychographic Segment
Produce is a Key to Prevention
0%# 25%# 50%# 75%# 100%#
Total#
Self#Achievers#
Balance#Seekers#
Direc;on#Takers#
Priority#Jugglers#
Willful#Endurers#
Ea;ng#fresh#produce#helps#reduce#the#risk#of#disease#
0%# 20%# 40%# 60%#
Total#
Self#Achievers#
Balance#Seekers#
Direc:on#Takers#
Priority#Jugglers#
Willful#Endurers#
I#prefer#organic#produce#
Organic is Clearly Prioritized by Balance Seekers
For Some, Produce is Worth the Investment…
0%# 25%# 50%# 75%# 100%#
Total#
Self#Achievers#
Balance#Seekers#
Direc;on#Takers#
Priority#Jugglers#
Willful#Endurers#
Ea;ng#fresh#produce#is#worth#the#extra#cost#
…While For Others Cost is a Barrier
0%# 20%# 40%# 60%#
Total#
Self#Achievers#
Balance#Seekers#
Direc:on#Takers#
Priority#Jugglers#
Willful#Endurers#
Fresh#produce#can#be#too#expensive#to#fit#into#my#budget#
Information and Context Can Be Important!
0%# 10%# 20%# 30%# 40%# 50%# 60%# 70%# 80%# 90%#
Total#
Self#Achievers#
Balance#Seekers#
Direc@on#Takers#
Priority#Jugglers#
Willful#Endurers#
I#want#to#know#where#food#comes#from#
0%# 10%# 20%# 30%# 40%#
Total#
Self#Achievers#
Balance#Seekers#
Direc;on#Takers#
Priority#Jugglers#
Willful#Endurers#
I#would#prefer#home#delivery#for#produce##over#having#to#buy#it#at#the#grocery#store#
Willful Endurers are a Target for Home Delivery
Thank you! Brent Walker EVP & Chief Marketing Officer [email protected] www.c2bsolutions.com 1-844-222-c2b-data