GfK MRI and Partner Launch Wellness Segmentation

GfK MRI has teamed up with modeling and analytics provider Santiago Solutions Group to launch a health and wellness-based segmentation and solution, SSG Wellness Spectrum.

The solution assigns a wellness score, based on a combination of attitude and behavioral factors, to each of 150,000 consumers in the GfK MRI single-source database, based on its Survey of the American Consumer which is projectable to all adults in the US.

Wellness Scores can be analysed by dozens of characteristics, including brand, sub-category, class of trade, influencer level, buying style, and generation/ethnicity/race; and can be integrated with third party databases and prospect lists. The partners say the scores will enable clients to identify 'wellness patterns, barriers, and engagement drivers among their customers' - and adapt their growth strategies accordingly.

Six segments or 'Wellness Personas' have been identified:

• '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, and
• Fit & Holistic: incorporating healthy lifestyle choices consistently and shopping with the planet in mind.'

'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', says Carlos Santiago, President and Chief Strategist of Santiago Solutions Group. Susan Nunez, VP of Advertiser Sales for GfK MRI, adds: 'In the US, wellness is no longer just about organic food and yoga. 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.'

Web site: http://is.gd/wellnessspectrum .