In the US, Information Resources Inc. (IRI) will be integrating TNS' Shades of Green methodology into its Consumer Network Household panel, to delve deeper into consumer attitudes and behavior towards environmental issues and motivation to purchase green products.
IRI's panel provides data on actual purchase patterns, product selections, trip missions and related shopping information. By adding the TNS segmentation methodology to the panel, the firms say that CPG (consumer packaged goods) manufacturers and retailers will be able to monitor category and brand purchasing actions across the full range of green consumer segments.
According to Robert Tomei, President of TNS US Areas of Expertise and Marketing, the deal could be the first of a series of TNS and IRI collaborations. The partnership will provide companies with a combined view of consumer environmental attitudes with actual purchase behavior, says Tomei. In addition, clients introducing green products will be able to use this segmentation to track trial and repeat, conversion rates and loyalty across segments.
IRI VP Business and Consumer Insights Kevin Shields adds that the approach will help CPG companies identify opportunities to develop products, messages, and promotional campaigns that increase sales and create products friendly to the environment.
Web sites: www.us.infores.com and www.tns-us.com .
In March, IRI launched a number of analytics platforms for the CPG / retail marketplace.