Understanding consumer choices and lifestyles through behavioural segmentations can provider deeper analysis and understanding on how to target specific types of consumers. Unlike demographic segmentations, which often provide skewed data, behavioural segmentations focus on particular groups of consumers (e.g. Vegans, diabetics, fitness-enthusiasts, etc.)
Understanding consumer behaviour is vital for brands and companies to create successful innovation pipelines, sales and marketing strategies as well as growth plans. Many companies and brands continue to focus on demographic segmentations such as age, gender and income, when looking at consumer data. However, this often gives a skewed view of how consumers are behaving.Therefore, Euromonitor has created unique behaviour-led segmentations, which focus on consumer’s actions and current situations allowing us to understand how this affects further areas of life. These behaviour-led segmentations allow companies and brands to have an in-depth understanding of how specific consumers make everyday and long-term decisions as well as how to successfully target them.
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