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Background and Objectives:

How can we segment parents according to their attitudes and behaviours surrounding their shopping habits when buying food for their children?

Our client wished to segment mothers in five key Asian countries to better understand how to lever business from them via provoking behavioral changes in their attitudes towards breakfast foods, nutrition and shopping.

Insights:

The study benchmarked how breakfast cereal performs as a breakfast option against key dietary choice factors
Five segments were identified, which mapped across the two dimensions of Nutrition and Taste
Key Marketing touch points and challenges were identified for each segment
The brand image of our client’s products was measured, including the identification of top performing attributes
The research fed directly into marketing, advertising and the re-positioning of various client brands

Case Study: Segmentation

Audience and Methodology: 3,600 in-home interviews amongst mothers with children across: China, Philippines, Thailand, Indonesia and Malaysia.

Output Examples: