October 13, 2014. New York – Business Wire .- As mainstream US consumers increasingly embrace the notion of healthy living, GfK MRI and Santiago Solutions Group are partnering to help marketers make the most of this trend, allowing them to target customers according to their wellness-related attitudes and behaviors.
Click here to view a new video about health attitude and Wellness Spectrum.
Powered by GfK MRI’s unmatched consumer insights, SSG Wellness Spectrum™ uses a variety of factors to assign a wellness score to each of 150,000 consumers (from 2012 to 2014) in the GfK MRI database, which is projectable to all adults in the US. The SSG Wellness Scores™ can be aggregated by dozens of characteristics for planning – including brand, sub-category, class of trade, influencer level, buying style, and generation/ethnicity/race segments. The scores can also be applied in go-to-market efforts to enrich internal client databases or targetable email/mobile prospect lists through third-party vendors.
By identifying wellness patterns, barriers, and engagement drivers among their customers, marketers can use the scores to understand their customers’ levels of wellness receptivity and adapt their growth strategies accordingly.
Santiago Solutions and GfK MRI have also identified six Wellness Personas™ – data-rich consumer segments such as
- Busy Strivers: seeking to balance life yet more driven by convenience than health
- Savvy Indulgents: not willing to compromise on taste or cost for the sake of wellness
- Fit & Holistic: incorporating healthy lifestyle choices consistently and shopping with the planet in mind
Using the Wellness Personas™, marketers can
- anticipate consumer propensities to choose healthier or less healthy options,
- identify growth opportunities and inform high-value wellness shopper segments in a Total Market approach, and
- capture behavioral and attitudinal preferences, needs, and insights that can inform product messaging, offerings, and go-to-market decisions.
SSG Wellness Spectrum™ is powered by data continuously gathered from the GfK MRI Survey of the American Consumer®, a single-source database used by the biggest advertising agencies, marketers, publishers and media companies since 1979.
“In the US, wellness is no longer just about organic food and yoga,” said Susan Nunez, VP of Advertiser Sales for GfK MRI. “Consumers from almost every lifestyle and demographic are trying to eat better and make other healthy lifestyle changes – even though they may have fast food and ice cream at other times. Wellness Spectrum helps marketers understand these complex attitudes and behaviors, creating products and campaigns that speak to consumers’ desire to do better for themselves.”
“In the new health-driven marketplace, simply labeling a product extension as ‘natural’ or targeting every brand in your portfolio at the most health-driven consumers is not a viable strategy,” said Carlos Santiago, President and Chief Strategist of Santiago Solutions Group. “We modeled GfK MRI’s rich consumer data to distill insights that help marketers understand the needs of their current customers and see where wellness opportunities still lie. Wellness Spectrum provides the guidance brands need to market to today’s health-minded consumers more effectively.”