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NMI Expands Healthy Lifestyle Model
US health, wellness and sustainability researcher the Natural Marketing Institute (NMI) is to expand its LOHAS consumer segmentation model to provide clients with eight years of trended data.
The update to LOHAS ('Lifestyles of Health and Sustainability') will feature data from previous studies conducted across six continents and 18 countries including Japan, the UK, France, Spain, Germany, Italy, Belgium, the Netherlands, Portugal and Canada.
NMI says that this more comprehensive global research will provide insight into consumer and cultural attitudes, as well as behaviors.
To be rolled out in January 2010, the research will offer an overview of country-specific sustainability activities, along with ethnographic research with consumers to explore how they live and whether they are healthy. In addition, quant research will calculate the diversity of attitudes and behaviors.
Data will be available on a rolling basis as the project progresses, which will allow companies to better understand consumers and their engagement with sustainability and health on a geographic basis.
Founded in 1990, Harleysville, Pennsylvania-based NMI is online at www.nmisolutions.com .
Last year, Nielsen hooked up with the firm to incorporate LOHAS into its Homescan Consumer Panel and Spectra BehaviorScape Framework, enabling the two firms to quantify LOHAS consumers' attitudes, psychographics, and behavioural patterns into their actual purchase behaviour.
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