Nielsen Scarborough's Segmentation Systems
Segmentation Systems enable marketers to better understand their customers and prospects and market to them with tailored messages and products. Segments are generally captured by catchy names, images and behavior snapshots that are memorable and summarize complex consumer profiles based on shared characteristics such as behavioral and demographic, in a way that is intuitive and easy to communicate.
Segmentation Systems operate on the theory that people with similar tastes, lifestyles and behaviors seek others with the same tastes. Customer profiles created with Segmentation Systems can help clients find the best locations for new stores, evaluate the success of existing locations, study differences in population segments, select merchandise suited to customer preferences, direct advertising with the right message to the right audience and target direct mail and other promotions to the most responsive recipients.
By utilizing any of the numerous systems available within Nielsen Scarborough, you can find the key segments that are most likely to buy your product or service and further define their lifestyles, shopping patterns, and media habits to round out their behaviors